![]() Sea-Doo personal watercraft and sport boats, Johnson and Evinrude outboard engines, and Rotax karts and engines are well established brands. A product brand name would be more consistent with BRP’s other product names: Ski-Doo and Lynx snowmobiles, Perhaps BRP should come up with a new name for its ATV operations, one that doesn’t use Bombardier. ![]() It seems to me that this highly visible tie only serves to confuse the issue, rather than clarifying things. Unfortunately, even though Recreational Products has adapted the new BRP name, it still uses Bombardier as part of the name for its ATV business under a licensing agreement with Bombardier. There are several key differences between the two companies, says Boisjoli, and BRP has begun a major marketing push to distance itself from its former parent. ![]() The recreational products business is now officially known as BRP. You may remember that Bombardier Recreational Products was sold by Bombardier, Inc., to a group of investors last year. I couldn’t attend because of a scheduling conflict, but I did hook up with Jose Boisjoli, president and CEO of BRP, by phone to talk about how the new operation is going. Officials of Bombardier Recreational Products, Inc., (BRP) held a press conference in Montreal recently to explain the latest happenings with the new operation and to tell us how the new company is different from the old recreational products division of Bombardier, Inc., the giant international transportation company.
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