BRP has always been a little bit different from the usual powersports giants. Less corporate, more mud-on-the-boots. That’s largely because for more than two decades, it was run by someone who actually rode the machines. Now, as longtime CEO José Boisjoli heads for retirement, his parting words land with a bit of weight: the future of BRP’s growth probably isn’t centered on the United States anymore.
And that's not necessarily because the US doesn’t matter anymore, but because the next wave of riders, buyers, and opportunities is forming elsewhere.
This perspective comes from a wide-ranging profile first reported by The Canadian Press, and it reads less like a victory lap and more like a reality check. North America is mature, dealers are cautious, and big-ticket recreational toys are harder to move when interest rates are high and uncertainty hangs in the air. BRP still makes most of its money in the US, but growth there has become a grind rather than a sprint, and that changes how a global brand has to think.
