BRP—the parent company of Can-Am, Ski-Doo, and Sea-Doo—is looking for a new CEO to lead the powersports company into its next chapter, as well as navigate the current political tariff fracas, as after 22 years on the job, the brand's current CEO, José Boisjoli, is leaving.
The executive announced his departure last week, having started at the company all the way back in 1989. Since then, he's spun off the brand's plane business, along with helping create the modern powersports environment we all have come to enjoy, expanding the brand's offerings, and drilling into the segment to such a degree, you can have anything from a mountain sled to a trail sled, to a Maverick R to a Defender.
And for those playing at home, I'm only two years older than when this guy started at this company. Talk about a tenure.
"Leading BRP has never been a job: it's been a work of passion and a true honor," said the executive ahead of his departure, adding, "During my 36-year career at BRP, I have had the privilege to shape its DNA alongside brilliant minds and talented people who have relentlessly pushed the limits of innovation to offer the best experiences to our riding communities. Reflecting on my journey, I am proud that we have proven ourselves capable of changing the name of the game within the Powersports industry and built a strong organization that is well-positioned for the long term. I am grateful for everyone who contributed to BRP's success."
No reason for his departure was given, though he's been at the company for 36 years, which is more than enough time for anyone. However, while the company has seen its market share reduced slightly since pandemic highs, the recent spat of tariff gamesmanship between the US and literally every other country on the face of the planet, a game with no real direction other than complete and utter chaos, is likely a factor. That's especially true when you consider that many would-be customers are holding off big purchases right now as everyone holds their breaths to see what happens to their hard-earned income, their necessary expenditures, and how inflation holds.
Furthermore, BRP is currently moving to offload its boat business in favor of sticking more closely to powersports, with two of its three brands already sold. And like everyone else in the industry right now, BRP has seen lower retail sales across its lineup due to the factors above, and more.
"On behalf of the Board, I want to thank José for guiding BRP on a tremendous path of growth and diversification over the past 22 years, and for his stewardship of the business," said Barbara Samardzich, Lead Director of BRP's Board of Directors, adding, "He has led with purpose and vision, implementing impactful strategies that have resulted in strong value creation and significant returns for shareholders. José has surrounded himself with a seasoned executive team and, together, they will continue driving the business plan and facilitate a smooth transition to a new CEO, when the time comes."
What comes next is not unlike that of Harley-Davidson's current CEO search, as the board will look for someone who can help the brand weather the storm that the brand, as well as the rest of the industry, is facing. Who that might be is anyone's guess, but I'll tell the board, I do love Canada and poutine. I'm also a certified BRP owner, so...
