SideXSide Action - February 2008 - (Page 57)

ince the introduction of utility vehicles to the marketplace in 1987, many skeptics have become staunch believers, admitting that they don’t know how they managed before owning a utility vehicle. In fact, utility vehicles have become the solution for myriad outdoor tasks. It’s little wonder why. With dozens of utility vehicle manufacturers and hundreds of attachments on the market, it’s hard to find a job these machines can’t do. S Not just for farmers anymore Hammell says once customers put the AMT to use, they were able to stimulate their imaginations and realize the full potential of this machine. included two-passenger seating, additional tire options and an electric lift bed – all elements still available on today’s vehicles. These enhancements only further fueled the imagination for more. “There was no doubt we created a workhorse with the AMT, but there were limits to what it could do for the tasks it was now being used for,” recalls Michael Bedis, senior design engineer for John Deere Gator utility vehicles. Customers needed a machine that was more durable, more powerful and more functional, so we decided to go back to the drawing board.” As one of the creators of utility The single front wheel and handlevehicles – and still the top-selling bar steering of the AMT provided brand on the market – John Deere attributes the The turnip is popularity of utility vehicles real, the to its early customers who farmer is fake. inspired many of the innovations that have shaped these machines into what they are today. Farmers soon weren’t the only ones inspired by the AMT. Word of mouth quickly spread about these versatile off-road haulers, and soon everyone from contractors and landscapers to hunters and other material transporters were putting these machines to use for a variety of purposes. AMT ignites the industry What developed was a machine that essentially reshaped the utility vehicle market. Inspired by its tough, rugged design, overall appearance, and ability to maneuver around in swampy, off-road conditions, the new utility vehicle was appropriately dubbed the John Deere Gator™. Before 1987, farmers relied on small trucks or ATVs for their hauling needs. The problem was that the truck was too expensive and too big to maneuver around tight spaces, and the ATVs lacked sizeable cargo space. The solution came in the form of the John Deere all-terrain AMT. Modest in design and – some would say – a bit quirky in appearance, the AMT was ready to work. But were farmers ready for the AMT? “Farmers are quite possibly the toughest critics of outdoor equipment, so it’s wasn’t too surprising that they were a bit reluctant to see how the AMT was worth the investment,” explains Pat Hammell, John Deere senior marketing manager for the utility vehicle group from 1986 through 1990. “Dealers actually asked some customers to test the machine on their farms for awhile. When it came time to retrieve the AMT, farmers wouldn’t part ways.” maneuverability, and the four rear wheels and cargo box frame provided safe and stable hauling capabilities. The high flotation tires also were wildly popular because they moved better than most tires through a variety of conditions while reducing soil impact. But only a year on the market and customers were ready for more. “It was really our dealers and the customers who helped us realize the scope and the potential of these machines,” comments Hammell. “Their feedback truly prompted some of the innovations that were soon to follow.” Introduced in 1992, the Gator was available in 4x2 and 6x4 designs – the first to offer six wheels. The most apparent change from the AMT was the Gator was built with two front wheels instead of one for enhanced stability. The side-byside operator station had car-like features and revolutionary styling. The Gator quickly became the best-selling utility vehicle on the market, but the multipurpose capabilities of this machine were about to change with the rapidly expanding attachments and accessories market. Gator redefines utility vehicle market Imagination fuels innovation By 1990, John Deere added enhancements to the AMT that “As marketers of the Gator, we had a flood of third-party manufacturers present us with an array of attachment and accessory ideas; everything from snow blades and enclosed operator cabs to medical rescue units and dog crates,” Bedis recalls. “The list of ideas was endless, and many of them were terrific. But we’re very careful about 56 SIDE X SIDE ACTION MAGAZINE http://www.sidexsideaction.com http://www.sidexsideaction.com

Table of Contents Feed for the Digital Edition of SideXSide Action - February 2008

SideXSide Action - February 2008 Contents Mailbox News Tips & Tricks Rhino 700 YFI Join the Club Snowbound Fun Power Upgrade Camping Buyer's Guide Overcoming the Odds Product Reviews HID Light Shoot-Out Company Spotlight: John Deere History of the SXS History & A Ride Places to Ride WPSA Round 10 Clutching 101 New Product Section Calico To Laughlin Project Race Rhino: Final Chapter On the Go Photo

SideXSide Action - February 2008

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