Power sports get a grip on China's wealthy fun lovers

BRP looked at the motorcycle market in China and saw it is starting to grow. Different manufacturers have started to see an increase in sales. There is always a group of people who would like to go for outdoor experiences but they don't want to take risks. They want to have fun.

The company says it started slowly and built up over time. BRP has a very long-range view on this, said Dawson.

Concern over users' safety is one of the reasons for opening a Shanghai operation.

For BRP, the goal is, with whichever market it enters, it will make sure that distributors, dealers and ultimately consumers know how to use the products and how to be safe with them.

With the Shanghai office, dealers will be easily approachable for safety instructions and any other help related to the use of the company's products.

The Can-Am Spyder motorcycle has a unique and solid "masculine" look and costs about the same as a Harley-Davidson motorcycle. They embody much of the on-the-road spirit and are also appropriate for use by police or border-guards, on and off the road.

Although still awaiting certification from local authorities, BRP has displayed the roadsters at shows over the last few years, garnering a lot of interest.

"We see a mixture of different consumers, business people and professionals. We also have enthusiasts who have a real passion for this sport. They want to join and spend on this, no matter whether they have a lot of money or not," said Dawson.

However, be it roadsters, snowmobiles or watercraft, each is fairly expensive and less accessible to ordinary customers. The sports are regarded as "luxury" outdoor activities.

"I never know how to interpret the word 'luxury'. Yes it is a luxury lifestyle. Someone may think that these are things to show off with. But, on the other hand, it actually brings to you inner happiness, that is, you have a chance to go and see different wildlife and get a chance to experience something new. It's indulgent, fun-factor - and I guess that part is expected to be somewhat of a luxury," said Dawson.

"It's getting people out and getting people excited," he added.

Luxury or not, government officials see this new outlet as proof of the two countries strengthening their business ties.

China is now Canada's second largest two-way trading partner after the United States. In 2011, two-way trade between Canada and China amounted to almost 65 billion Canadian dollars ($64.67 billion). There are more than 220 Canadian companies with a presence in the Yangtze River Delta at present.

"China is one of the fastest growing regions in the world and presents many business opportunities for Canadian suppliers regarding a variety of goods and services. The steady rise in the average standard of living, the expanding middle class with increasingly larger disposable incomes - all mean opportunities for consumer goods," said Rick Savone, consul general of Canada

In particular, there's an increasing portion of the Chinese population that has acquired not only the means to indulge in high-end products but also the opportunity and leisure time to enjoy them.

The government of Canada is committed to supporting companies such as BRP in their endeavors in the China market, said Savone.

shijing@chinadaily.com.cn