Product Positioning

RIDE COMMAND Technology Positioning

In a category sparse with differentiation, RIDE COMMAND technology is a truly unique selling point for Polaris. However, with the addition of RIDE COMMAND+, users were overwhelmed, struggling to understand the full suite of features and the differences between the free and paid versions.

Between the two tiers, RIDE COMMAND offers 16 total features to improve the off-roading experience.

The Challenge: identify and articulate the RIDE COMMAND & RIDE COMMAND+ value propositions, key messages, and create assets that meaningfully bring it all to life for Polaris’ Rec, Utility, and New Rider audiences to help drive adoption.

Messaging Direction

We evaluated 9 competitor products and revised enterprise research to identify value propositions and messaging frameworks for both RIDE COMMAND & RIDE COMMAND+ across all three audiences.

ALL-AUDIENCE VALUE PROPOSITION

RIDE COMMAND allows you to make the most out of your riding experience to maximize the ride.

RIDE COMMAND+ allows you to make the most out of your ownership experience.

RIDE COMMAND Value Proposition

Rides to Remember

RIDE COMMAND transforms ordinary rides into unforgettable experiences and lifelong memories. Sync the group up, stay connected, share your favorite routes and relive every ride long after it ends.

RIDE COMMAND+ Value Proposition

Peace of Mind - To Plus Up The Ride

Get lost in the moment without losing your vehicle or peace mind. RIDE COMMAND’s vehicle locator and location alerts give you the confidence of knowing exactly where your machine is at all times. It also provides real-time vehicle health and issue diagnostics to ensure you can keep it in perfect operating condition for the all the adventures ahead.

Rec Audience Value Proposition

RIDE COMMAND Value Proposition

Save Time Seamlessly

Whether you’re working the land, cleaning up property, or getting ready for the next hunt, RIDE COMMAND makes you more productive with seamless vehicle integration. Hook up to trailers easily with a back up camera, clear the driveway quicker with Plow Mode, or add a soundtrack to your day to kick start your own productivity.

RIDE COMMAND+ Value Proposition

Outsmart the Unexpected

The land always has new surprises up its sleeve. So having visibility into my vehicle’s condition is one less thing to worry about. RIDE COMMAND+ lets me proactively track its health status, diagnose issues and get service reminders to avert bigger problems in the long run.

Utility Audience Value Proposition

RIDE COMMAND Value Proposition

Staying In Sync With My Ride

It’s a little daunting having a UTV. I know some people that do their own oil changes other maintenance, but I’m just not mechanically inclined. It’s hard to keep track of what service it needs and when. We also worry about running out of fuel or having mechanical issues or getting lost when we’re out in the middle of nowhere.

RIDE COMMAND+ Value Proposition

Confidently In Command

Having our machine equipped with RIDE COMMAND+ takes all guesswork out of owning it. I can always check our vehicle’s health status, fuel levels and location. And when we’re out on the trail, I feel safe and confident having so much key information at my fingertips.