Jan 30, 2006

After a day of riding Yamaha's Special Edition Sport lineup at Glamis, we kicked the sand from our shoes and climbed into Kory Ellis’ motor coach where we cornered Yamaha’s Travis Hollins (ATV Research and Product Planning Manager ) and asked him a few random questions. Here’s what he had to say.

ATV Scene: A wide-off-the-showroom-floor Suzuki QuadRacer is just around the corner. With its introduction, are there any plans to widen the YFZ in 2007?
Hollins: Of course I can’t talk about next year’s quad. I will say that we’ll be building products that come directly from what people tell us they want. We believe that in order to offer the best products you have to listen to your customers and I believe we do it better than any other company. It's hard to argue with products like the YFZ450, Raptor 700R and the Rhino and don't forget the Banshee and Blaster.

ATV Scene: How many sport performance units are sold vs. utility units? And is this percentage similar in other countries?
Hollins: Utility ATVs are still the majority of the market but the Sport Segment is growing rapidly right now.

ATV Scene: What’s the breakdown of Yamaha ATVs across the world?
Hollins: I don't want to speak for other countries but the US definitely accounts for the majority of the sales across the world. Because of this we have a lot of input into how the quads and Side x Sides are designed.

ATV Scene: We hear you pushed to not let the YFZ be called something different. What was it almost called? And how are the models named?
Hollins: Naming is a really tough subject. As you can imagine a name has to reflect the essence of the quad. Sometimes this can be really difficult, other times it is a natural fit. Yamaha has always had names for our ATVs (Banshee, Raptor, Grizzly, Etc) so when we developed the YFZ450 a lot of people assumed it would just have a name like everything else. - Since it was much closer to our YZ motorcycle in design and concept we felt it needed to be called YFZ450. So we just had a little more convincing to do with this model than others. I think once everyone understood how great the YFZ450 was it was an easy choice.

ATV Scene: You’re very knowledgeable about ATV racing’s past, present and future. Were you a former ATV racer yourself?
Hollins: Yes, I started riding three wheelers when I was three years old and have never stopped riding ATVs. I started racing back in 1984 and did the national series in '86. I led the series most of the season but had some mechanical problems at the last round so I ended up second overall in the '85 youth class. Much like today we ran 80cc motorcycle that we converted into three wheelers.

ATV Scene: Racing ATVs in the grass roots three wheeler days gets our respect for sure. Have you rode one lately? Pretty sketchy huh?
Hollins: Wow, I don't even remember how long ago it was. My uncle had a Yamaha Tri-Z 250 in the late 80's. That was probably the last time I rode one. I have been riding quads since '87 when Kawasaki came out with their Tecate-4. That thing was fast but it was scary on a MX track.

ATV Scene: As an ATV racer and enthusiast, who did you used to look up to in the pro ranks?
Hollins: I was only 13 at the time so I looked up to all of the pros. My favorite was probably Marty Hart and Steve Wright - those guys were so fast. Of course all the young kids looked up to Jackie Meadows and followed him around everywhere. The Meadows are a great bunch of people and would help out anyone that needed it. I know Big Jack is missed by a lot of people.

ATV Scene: Who is Yamaha sponsoring for this season?
Hollins: We've got a great team. This year our main riders are: Bill Ballance in the GNCC Series, Kory Ellis, Travis Spader and Pat Brown in the GNC series. All of these guys are some of the best people you will find anywhere. Anyone can go up to any of these guys and you will find they truly love this sport and have a passion to improve it for everyone.

ATV Scene: Is anyone at Yamaha at Japan interested in Yamaha of America’s ATV race program?
Hollins: Of course! I have to laugh a little at that question, because racing is so instilled in everything Yamaha does, it just comes natural. I am always bringing autographed posters and things to Japan for all the guys over there.

ATV Scene: What about the amateur ranks?
Hollins: From the very beginning we have always said the very best thing we can do to help the sport grow was to provide the best machine that an amateur can go out and race. I believe we have accomplished that and we have no plans to change that philosophy. Beyond that we felt like the next best thing we could do for the sport was to improve the racing situation on the west coast. Right now more sport ATVs are being sold on the west coast than anywhere else but as you know there isn't much ATV racing happening out here. A couple years ago ITP did a great job in providing a top notch racing series to the west coast. We have also been involved from the beginning but now we are really stepping up the program and providing a lot more support and marketing to really bring in new riders and grow the series and the sport overall. Over the next couple of years you will see this series grow and become a major influence on the whole ATV racing scene.

Yamaha selected Pat Brown to add to their representatives in the motocross ranks this year. Brown instantly proved worthy by winning the QuadCross opening round qualifier. He trailed Honda's John Natalie in second place in the main but DNFed with a broken axle.

ATV Scene: More racing curiosity -- How do you feel Yamaha’s chances are to win the GNC and GNCC pro titles?
Hollins: Well I think everyone will agree Bill Ballance is the odds on favorite to win his 7th GNCC title this year. His is such a professional and absolutely hates to lose. Anyone that can go out and race a GNCC at the highest levels on a broken ankle and still finish on the podium, well we'll just let Bill's riding speak for itself. After watching Pat Brown catch and pass John Natalie and go on to win the qualifier at the Yamaha/ITP QuadCross opener, I'd say our chances are very very good! Pat was on his way to doing it again in the main when a broken axle ended his day. I think everyone knows Kory Ellis is a threat anytime he is on the track. And Travis Spader ended up 6th overall last season even though he missed one whole round and had some mechanical problems after switching brands. He was also on a shoestring budget and hadn't been racing in years. We are definitely looking forward to Glen Helen this weekend!

ATV Scene: What are your predictions for the New Year as far as racing goes?
Hollins: I’m really looking forward to Glen Helen. I think we have one of the strongest teams and I know we have the best machine on the starting gate so it's going to be a great season. I think there will be a lot of good racing and if all goes well - a lot more exposure for ATVs in general. And as I've said, we have taken the unique step of becoming a partner along side ITP in the QuadCross Series. We have a lot of plans to promote this series and make it huge over the next few years. So if your readers ever get a chance to head west they should definitely plan their trip around one of the Yamaha/ITP Quadcross rounds.

ATV Scene: Why do you suppose there are so few Yamahas in the 2006 pro GNC MX line up?
Hollins: I think over the last two seasons when pro riders actually got to choose what they wanted to ride they chose the YFZ450, but now as other manufactures are getting more involved and offering more incentives to ride their brand - it is balancing out a bit more. I haven't seen who is riding what for the upcoming season so I don't know how many Yamahas there are in the pro ranks. I do know that at the ITP opener this year 29 of the 45 riders were on Yamahas or 65%. I think if you look to the amateurs, who pay their own way to race, you will see a lot more blue than any other brand because the YFZ450 is still the best race machine off the showroom floor.

Kory Ellis airs out his Yamaha Raptor 700R in route to an easy Open Pro victory at this year's QuadCross opener.

ATV Scene: More than one pro rider has mentioned how impressed they are with the new Raptor 700R . Will any of the factory Yamaha riders actually race a Raptor?
Hollins: There is no doubt the Raptor 700R is a great machine and all of our riders love to ride it when they are out just having fun. I'm sure it would do just fine on the race track but we didn't build it to be a race quad like the YFZ450 so I think the YFZ450 is still going to be the quad of choice for these guys.

ATV Scene: What do you feel the biggest accomplishment for the sport has been in the past five years?
Hollins: Without a doubt the introduction of the YFZ450 and the ATVA's foresight in going to the production rule. Even when you look at the classes that can still race custom chassis most choose to race the YFZ anyway. That just goes to show you how strong the YFZ450 really is.

ATV Scene: What do you feel is the biggest challenge facing our sport in the future?
Hollins: As strange as it sounds I think the biggest challenge is going to be ourselves. Everyone is so anxious to see the sport do good and grow fast which is good, but we have to be careful we don't push it too far too fast. Let's face it, a couple of guys now are able to make a living at ATV racing which is great but most people can't. I know there are some kids racing motorcycles that are probably making a pretty decent amount of money or at least breaking even in the mini bike classes so they can afford to travel all over the country. ATVs are not there yet, we will get there, we just need to be patient. I think one of our biggest opportunities, (the glass is half full version) is television. There is a momentum that is starting to take hold. People are starting to search out extreme sports events, whether it be Snowmobiles on the X games, Supercross on CBS, or ATVs on the Great Outdoor Games these are great opportunities that I think are going to be happening over the next few years. I think it is important as well that when this happens it portrays ATV racing in its best light. Not as a half time show for some other event and not trying to copy other types of racing but truly supporting ATV racing on ATV tracks.

ATV Scene: What’s your opinion on 14 GNC rounds this year and the rumor of a 16 round GNC series next year?
Hollins: That is hard for me to say since I don't know all of the issues involved. I would like to see more promotion of ATV racing both inside our industry and in the mainstream. A l ot of times I will go to an area that is holding a national and unless you are part of the racing world you have no idea it is even going on. There are a lot of ATVs being sold every year and I believe most of these people would love to see a race - if not race themselves - but they have no idea how to get started or even where the races are being held. One of our goals for the QuadCross series is going to be just letting people know it is going on.

ATV Scene: Do you think there is a better date for the Glen Helen GNC? Due to the fact that the schedule is on Superbowl Sunday, in your opinion, will it help turnout out hurt it?
Hollins: To be honest , most of the people who will be there are most likely people who are directly involved in the industry, so I don't think it will matter. However, I think that is part of our challenges going forward. We need to educate first the typical sport ATV enthusiast that this event is going on and then expand to the general population. Then it will matter more and it definitely should not be on the same day as the most popular sporting day of the year.

ATV Scene: Since this is the last year for the Banshee we have a few Banshee related questions for you guys. Introduced in 1987, and now 19 years old, the Banshee is the longest lasting production sport quad in the industry. Was there any specific year that saw substantial sales?
Hollins: Pretty much since its introduction the sales of the Banshee have steadily increased. It wasn't until we introduced the YFZ450 that sales started to slip. Now I think people have realized that the YFZ can give them the same type of rush they were used to getting with the Banshee.

ATV Scene: We know of many extremely loyal Banshee owners. We’re assuming that it has been a good money-maker for Yamaha. It goes without saying the Banshee is now considered a legacy in the industry. What made you guys decide that 2006 would be its final year? Does it being a two stroke have anything to do with the Banshee’s demise?
Hollins: This was a really tough one for us. The Banshee has always been a top model for Yamaha not only for sales but also because we are very proud of it. The Banshee is the only two stroke twin ever to be put into a ATV chassis. There really is nothing else like it. I think if you asked the guys out here you would find most fall in love with the Banshee all over again every time they come out to this event.

ATV Scene: As you guys know, Ford reintroduced the Mustang and the Thunderbird. Do you see a redesigned four stroke Banshee in future years?
Hollins: Let's just say that Yamaha is the most innovative company that exists today. If you go back through the years you will find products and features that all the other manufacturers are using today that originated with Yamaha, things like shaft drive, reverse, electric start, diff lock, 5-valve heads, titanium valves and models like the original Pro Hauler with a cargo bed, the Terra Pro with PTO, the Banshee with the two stroke twin, the Raptor 660 (the largest engine ever at the time), YFZ the first true racing ATV, Raptor 700R - the first hybrid chassis, Rhino SxS first recreational SxS.... and more. And I can promise you these will not be the last.

ATV Scene: Pittsburgh or Seattle in the Bowl?
Hollins: Pittsburgh or Seattle? The real question is Spader, Ellis, Brown or Ellis, Brown, Spader, or.....Well you get the picture. I'll be at Glen Helen and not too concerned with football.

ATV Scene: Yamaha sure has done their homework over the years. Thanks for talking with us and 50th anniversary congratulations to everyone at Yamaha!
Hollins: Thanks.

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