One group, four brands, a dozen markets
Since 2011 we have handled media relations for BRP’s Can-Am, Sea-Doo, Ski-Doo and Lynx brands. Today the account is shaped by a shift the whole vehicle industry knows, but which is only just beginning in powersports: the move from combustion to electric drive.
From combustion engine to electric motorcycle
With the Can-Am Origin and Can-Am Pulse electric motorcycles, BRP entered a segment that did not exist before: electric two-wheelers for road and trail from a manufacturer previously known for combustion engines. The Can-Am Outlander Electric followed as the brand’s first electric ATV, with further electrified models announced. We supported the launch from premiere to vehicle tests to podcast formats with management.
New questions, new newsrooms
Electrification changes the conversation. E-mobility media and the agricultural trade press now cover vehicles that used to appear only in motorcycle and off-road titles. The questions are about range, charging and use cases, not just riding fun. Vehicle tests with national media have taken Can-Am into DIE WELT, AutoBILD and FAZ, well beyond the trade press.
Vehicle PR in every element
BRP stands for powersports on road, trail, water and snow, and the media work is just as broad: test rides for motorcycle and car editors, press events such as the Großglockner Challenge with Can-Am in Austria and the House of Sea-Doo in Finland, European premieres at boat shows such as Interboot, and creator partnerships. Each brand has its own audiences, trade media and seasonal rhythm, and all of them run in parallel.
What the account demands
Guiding a manufacturer through a powertrain shift means understanding the technology while keeping the existing community on board. That balance between combustion enthusiasts and new electric buyers defines our work for BRP. How we coordinate it across more than a dozen European markets is described in the International PR case.
