It seems that 2025 is the year of CEO leaving their jobs, as numerous head honchos have left their posts in the last 12 months. KTM, Harley-Davidson, Zero, and Damon have all lost their CEOs under varying circumstances. Some good, some not. One CEO, however, is leaving just because it was time, and that's BRP's José Boisjoli.
The longtime CEO announced his departure earlier this year after leading the company for over two decades, during which he expanded the group's lineup and brought its full might to bear on the powersports industry with Can-Am, Ski-Doo, and Sea-Doo. It led to record business and a large expansion of the group's lineups. But all things have an ending, and the CEO's replacement has just been announced in the form of Denis Le Vot.
Interestingly, Le Vot doesn't come from the powersports world, as one might expect. Rather, he's coming in from the automotive industry, with his previous post running everyone's favorite "Great news!" car brand, Dacia. Yes, I'm still quoting OG Top Gear, and I will do so until I die.
"I’m grateful for the trust the Board has placed in me," said Le Vot, adding, "And I’m truly excited to embark on this new adventure and lead BRP into a new chapter. BRP is a company that distinguishes itself as a leader and has built a strong foundation for future growth. Its reputation for technological expertise, bold design vision, and market-shaping products is unmatched. I look forward to collaborating with the talented teams to further enhance BRP’s customers and dealers’ experience, and continue shaping the powersports industry."
Le Vot's background includes joining Renault Group in 1990, and working across France, Russia, Belgium, Turkey, and the United States. He spent time as the head of the Renault brand in Russia, then Senior VP and Chairman of Eurasia Region. From there, he was Senior VP and Chairman of Nissan North America, before returning to France as Senior VP, Light Commercial Vehicles Business Unit, Alliance Renault-Nissan-Mitsubishi. He then transitioned to Executive VP, Chief Executive Officer, of Dacia, his last post before BRP.
"It’s also a privilege to continue the journey José started 20+ years ago, and I would like to congratulate him on his contribution to moving the industry forward," Le Vot added.
The new executive, however, is coming in at a time when the world is in flux. While tariffs have mostly been settled between the United States and Canada (BRP's biggest market), there's still very much a posibility that the current US administration tears up whatever agreement they've signed because of how the President is feeling on that given day. Likewise, the world isn't in the economic place it once was, or even during the pandemic where powersports manufacturers couldn't build vehicles fast enough. Sales have cratered, as the economy has contracted due to a variety of variables, most of which being the chaos caused by the current administration's policies.
As such, spending on "fun" vehicles has shrunk. A lot. Likewise, while BRP has continued persuing electric vehicles like its new motorcycles and ATVs, the market isn't quite there for those yet, as range and price continue to be weighing factors on purchases of powersport EVs. Le Vot has his work cut out for him. Yet, if Le Vot can get folks talking about the brand like Dacia got James May talking about Dacia all those years ago, hey, that'd be a massive boon for the Canadian company.
So maybe it is "Great news!"?
