Product Launch
MY25 Full-Size RANGER Lineup
For ~5 years, Polaris iteratively improved their #1 selling product – the RANGER XP 1000. With 100+ incremental updates, it was time to launch the ‘new’, MY25 vehicle, distinguished by a refreshed body style. Launch plans expanded quickly as Polaris gave all Full-size RANGER vehicles the same, upgraded body.
In its Top 10 markets alone, RANGER XP 1000 sells over 70,000 units annually, >$2 billion in revenue.
As to be expected though, the market had changed since 2019. In spite of maintained leadership position and continuous improvements, competitive pressure eroded the brand’s market share by 20%.
And, Polaris just launched the net-new model, RANGER XD 1500, a year prior. This new model tops the XP 1000 in size, horse power, and box + towing capacity, dethroning it as the hardest working vehicle in the line-up.
The Challenge: Reposition RANGER XP 1000 within Polaris’ own portfolio and the market, using Launch to communicate evolved positioning, features, and benefits, so that the golden goose continues driving success.
Customer data revealed Trail Riding as a near-universal, secondary use case (no matter how you put it to work), opening a surprising avenue to balance fun with utility and occupy a space of versatility. Therefore:
RANGER XP is your one machine to ‘Rule the Day’.
Product Positioning
Messaging Direction
To translate this positioning to our audience in a meaningful way, we set our creative strategy and identified benefits for our key features.
Anchoring Creative Strategy
The (Audience) Problem: When you’re living the land, you never know where the day will take you.
The Insight: For us (the audience), not knowing what the day will bring is part of the fun.
The Advantage: RANGER XP 1000’s versatility shines on any task or trail, no matter how the day unfolds.
The Opportunity: Prove RANGER XP 1000 adapts to any situation as well as you do.
Product Features & Benefits
Using input from Product, Sales/Dealers, and Customers, we dialed in our priority messages (below) and full suite of features to best promote the machine and its benefits.
Restyled Front End to give you a new, bold-looking vehicle.
Upgraded Gen 2 Transmission to provide a smoother ride.
2-year Warranty to bring peace of mind to your purchase.
Bringing RANGER XP 1000 to Market
With this foundation, we developed our GTM Plan and mapped messages to assets that live across Pre-Launch, Launch, and Post-Launch.
A multi-state, 5-day shoot provided the video and photography assets required to execute the plan.
Pre-Launch - Social Teasers
Launch - Virtual Reveal
Launch - Video Library
MY25 Full-Size Lineup Introduction Video (Full Length)
RANGER 1000 Features/Benefits Video
RANGER XP 1000 & RANGER XP 1000 NorthStar Features/Benefits Video
Launch - Photography Library (105 Images)
Launch - Launch Playbook & Pocketbook Guide
20-page Launch Playbook (Sales)
28-page Pocketbook Guide (Corporate)
Includes MY25 Updates Overview
Includes Vehicle Sell Sheets
Includes Competitive Comparisons
Launch - Retargeting Banners
RANGER 1000
RANGER XP 1000
RANGER XP 1000 NorthStar Edition
2-year Warranty
Post-Launch - :30sec Paid Videos (Awareness/Interest)
Lifestyle :30sec Spot
Full-size Lineup :30sec Spot
Post-Launch - :15 & :06sec Videos (Interest/Consideration)
:15sec Core Features/Benefits Video
:15sec Enhanced Value Features/Benefits Video
:15sec Premium Trim Features/Benefits Video
:06sec Gen-2 Transmission Video
:06sec 2-Year Warranty Video
:06sec Factory Installed Winch Video
:06sec JBL Speakers Video
Post-Launch - Paid Social Carousels (Interest/Consideration)
RANGER 1000
RANGER XP 1000
RANGER XP 1000 NorthStar Edition
2-Year Warranty
Post-Launch - In-Dealer Hype Hub Display (Conversion)
RANGER 1000
RANGER XP 1000
RANGER XP 1000 NorthStar Edition
2-Year Warranty
Post-Launch - POP Signage (Conversion)
Results
1.37M
RANGER Web Session
+74.1% YOY
+6%
Time on Site
RANGER Full-size Models
4,274
RANGER Full-size Model Leads
+47% YOY