Polaris Industries Inc. will sell power-sports vehicles to Costco customers as part of the proprietary Costco Auto Program, the firms said Wednesday.
As part of the exclusive program, Costco members will receive special pricing and promotional incentives on some Polaris ATVs, motorcycles, snowmobiles and electric cars.
“The program allows Costco members to experience industry leading Polaris product at a great value while [also] connecting members with our valued dealers,” Tim Larson, a Polaris vice president, said in a statement.
The partnership, which begins this month, should introduce more riders to Polaris brands and lifestyle, he said. It is not clear how many vehicles Polaris will sell through Costco. Spokeswoman Marlys Knutson said Medina-based Polaris has never had a sales program with a membership retailer.
Costco auto program president, Jeff Skeen, said Polaris’s “breadth and depth of products … are a great fit for Costco members.”
Different Polaris promotions will be available at Costco throughout the year and some promotions will vary by store.
The arrangement works like this: interested Costco members go on the Costco Auto Program website to find a nearby authorized Polaris vehicle dealer who is participating in the Costco program. Then, the dealer will meet with the customer, copy their membership card and sell the Polaris vehicle at a discount.
“What the consumer gets is a Costco member-only price,” Knutson said.
Polaris’ unusual outreach to retail customers known more for buying massive packages of cereal, vitamins and paper towels than vehicles, comes six weeks after Polaris announced that it was making some changes.
On Aug. 1 it announced a new “Global Adjacent Markets” division that would focus on selling electric vehicles, government, military and commercial ATVs through nontraditional channels. The effort would allow Polaris to focus on its “emerging businesses,” officials said.
Earlier this week, Polaris said it was opening a new manufacturing plant in Poland. The new factory joins other Polaris plants in Roseau, Minn., Spirit Lake, Iowa, Osceola, Wis., Monterrey, Mexico; and a co-owned plant being built in India with Eicher.
Polaris, with $4.1 billion in annual revenue, has a research center in Wyoming, Minn., and is building a new corporate office in Plymouth.