Polaris Industries is adopting its first new logo in 38 years and launching a rebranding campaign to showcase its newly expanded product line with the goal of boosting its customer base by 50% in 10 years.
Company officials were to announce Monday the rebranding effort for the Medina-based maker of outdoor vehicles from ATVs to boats.
The company also is dropping "Industries" from its name, going forward as Polaris Inc.
During the past 10 months, Polaris said it employed social media, data research and focus groups with hundreds of employees, customers and powersports fans from across the country to learn about its existing image and where it needs to go.
The outcome is a three-pronged approach that includes the name change, a new logo and a new marketing effort that aims to tap more women, millennials, blacks, Latinos and other groups who might not be as familiar with Polaris' vast array of products, officials said.
Polaris has spent less than $1 million on the effort so far and would not say what the planned investment is for the rebranding.
However, officials said the rebranding and outreach effort was needed.
"We have gone from having six brands to more than 30 brands that range from snowmobiles to products that help people travel across sand and trails and roads and now water," said Pam Kermisch, Polaris' chief officer of customer engagement and growth.