“Can-Am's 50th anniversary is also a celebration of the people behind the brand who forged its DNA and constantly pushed the limits of what’s possible,” says José Boisjoli, President and CEO of BRP. “The brand had instant success on the track and the trail when it all began 50 years ago, owning the podiums and setting land speed records. Since then, driven by our commitment to innovation, technology, quality and a passion that never wavered, we have reinvented Can-Am in so many ways, always keeping in mind to deliver the best experience for our riders. When I look at the future, I am convinced it will continue to achieve legendary milestones and I cannot thank our employees, dealers, customers and partners enough for carrying the Can-Am DNA year over year.”
Since its creation in 1973, Can-Am has challenged the norm, set new standards, and changed the game entirely. Today, with its groundbreaking product lineups designed with many different riders in mind, Can-Am has established itself as a powerhouse brand. Its all-terrain vehicles (ATVs) and side-by-side vehicles (SSVs) have had the fastest-growing market share in the category in North America since 2015. Earlier this year, Can-Am also made history by winning its sixth consecutive Dakar Rally. In the three-wheel industry, Can-Am is growing and becoming a key player with 20pp market share gains over the last few years in North America and retail sales that have more than doubled in the last four years. Building on its motorcycle legacy, Can-Am is now also changing the power dynamic with two new electric motorcycles, which will offer a thrilling riding experience to a whole new generation of riders as soon as 2024.
What started off as one championship-winning motocross motorcycle in the early 1970s has evolved 50 years later into Can-Am being a global powersports leader with multiple product lineups. On and off-road, Can-Am is winning the hearts and minds of millions of riders in more than 80 countries around the world. As it turns 50, the brand looks at celebrating its heritage and passion for the ride, but also at continuing to gain momentum by offering unforgettable experiences and innovative products.
Can-Am has marked some of its major milestones in this tribute video: