Cycle Country's Goal: New Product

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Cycle Country Accessories (Booth 3535) this weekend has shown at least nine new products at the Dealer Expo — the largest number in several years.

Randy Kempf, Cycle Country's new CEO, has expanded the company's resources for product development by nearly 50 percent since joining the firm last fall. However, he says that perhaps the greatest resource includes the ideas that come from dealers.

"In most cases, the greatest measure of success [at the Dealer Expo] isn't the number of business cards we collect; it's the number of dealers who give us ideas" for new products, he says.

Kempf's focus is on new product development and growth of market share. He's set a goal of generating 20 to 25 percent of revenue from new products. This comes after years of relatively flat product development from Cycle Country Accessories.

Best known for its top-notch blade lineup for ATVs, Cycle Country is departing somewhat from that conservative approach with the package of accessories for the Yamaha Rhino side-by-side UTV.

Cycle Country this weekend has a Rhino equipped with more than a half- dozen glittering "bling-bling" accessories, as Kempf calls them. The push on UTV accessories also will accelerate this year, he adds.

Dealers also can take a gander through Cycle Country's updated and expanded Web site, which it's running at the booth. The site will contain a shopping cart, dealer locator and a hierarchy of benefits for CCA dealers. In fact, the company's more successful dealers will get more exposure on the site.

"Those dealers who are loyal and sell more, and are more likely to have our product on hand, will come up first [in a consumer search]," says Kempf. "That's only fair to dealers who have invested in the product."

While the company is busy at its own booth, company execs probably made a couple of pilgrimages to the Chinese Pavilion in the Marriott this past weekend. Cycle Country is taking a long look at Chinese-made products, says Kempf.

"As the Chinese flood this market with ATVs, they are increasing displacements. There should be a strategy in place to support those products," he notes. — Joe Delmont