What are Mission Vision & Core Values of BRP Company?

What drives BRP’s global innovation and growth?

BRP’s mission and vision anchor strategy, guiding over 20,000 employees and a dealer network across 130 countries toward long-term value. They align R&D, capital allocation, and market expansion as the company pivots to electric propulsion and marine growth.

Mission, vision and core values translate purpose into measurable priorities, helping BRP sustain leadership in snowmobiles and personal watercraft while scaling new segments; see BRP Porter's Five Forces Analysis.

BRP’s mission centers on creating innovative mobility experiences that move people emotionally, enabling growth into electrified and urban solutions while prioritizing user-focused design and global outdoor enthusiasts.

Innovation-Led

R&D typically ~4–5% of revenue, > CAD 450M invested in recent years to drive next-gen mobility.

Emotion & Experience

Products measured by emotional impact—thrill, freedom and accessibility—rather than specs alone.

Customer-Centric

Focus on global outdoor enthusiasts and new user segments through intuitive designs like LinQ accessories.

Electrification

Scope includes electric vehicles: Sea-Doo Rise electric hydrofoil exemplifies expansion beyond ICE.

Flexible Scope

Defined as 'moving people,' enabling ventures into urban mobility and off-platform experiences.

Business Alignment

Strategy ties R&D, product lines and marketing to deliver measurable emotional value and market growth.

BRP’s mission emphasizes innovation-driven, emotion-focused mobility that expands into electrified and urban solutions while investing heavily in R&D to enhance user experience. Read more: Owners & Shareholders of BRP

BRP’s vision: to become the most exciting experience provider in powersports and beyond, expanding brand prestige and emotional resonance while disrupting adjacent mobility and marine markets.

Experience-led Growth

Prioritizes memorable customer experiences across product lines to capture 'share of life'.

Market Expansion

Targets adjacent markets—marine and broader mobility—to extend reach beyond traditional powersports.

Innovation & Electrification

2025 plan commits to electric models across lines by 2026 to drive sustainable excitement.

Technology Leadership

Integrates smart connectivity and advanced suspension to maintain tech leadership in the sector.

Market Position

Holds over 60% share in snowmobiles (Ski-Doo) and is a top player in personal watercraft (Sea-Doo), enabling strategic moves.

Strategic Ambition

Vision reframes strategy from sales volume to emotional brand leadership and long-term global impact.

BRP’s vision signals disruptive ambition, backed by market leadership and a 2025 plan to electrify its fleet, positioning the company to redefine BRP corporate identity and BRP company values for employees while pursuing BRP strategy and values across industries. Read more on the brand’s audience in Target Market of BRP.

Core values guide BRP’s corporate culture and decisions, shaping product innovation, customer loyalty, and global partnerships. These values—Passion, Trust, Ingenuity, Drive—underpin BRP’s purpose statement and strategic direction across markets and operations.

Passion

Employees and riders fuel product excellence; passion shows in designs like the Can-Am Maverick R and community programs such as Club BRP, strengthening brand loyalty and engagement.

Trust

Trust anchors dealer relationships and customers through safety, quality controls, transparent recall handling, and governance practices that support investor confidence.

Ingenuity

Innovation drives category-redefining products—Rotax engines and modular designs deliver superior power-to-weight performance and breakthroughs like the Manitou Cruise hull.

Drive

Relentless execution fuels market growth; BRP moved rapidly into side-by-side vehicles and tracks KPIs to sustain expansion and operational excellence.

Explore how these values influence BRP’s mission and vision and shape strategic choices across product development, partnerships, and markets; read more in this Growth Strategy of BRP.

Mission and vision shape BRP's strategic choices by directing capital allocation, acquisitions, and product innovation toward long-term growth and market differentiation. They serve as operational filters that align R&D, manufacturing and marketing with a clear purpose to create distinctive mobility experiences.

BRP Mission, Vision & Core Values Overview

Concise framing of BRP's purpose and ambitions that guide strategy and culture.

• Mission: deliver innovative ways to move people and create exhilarating experiences
• Vision: expand beyond powersports to new mobility experiences globally
• Core values: innovation, customer focus, teamwork, integrity, and sustainability
• Strategic alignment: investments and acquisitions follow these statements

Strategic Acquisitions

The purchase of Great Lakes Boat Company and formation of BRP Marine Group illustrate vision-led expansion into marine mobility.

Electrification Investment

BRP announced a planned CAD 300 million investment over five years toward electrification of product lines to meet its innovation mission.

Financial Performance

Despite inflation, BRP has sustained a gross margin near 24–25%, reflecting value capture from mission-driven products.

Leadership Reinforcement

CEO José Boisjoli and executives emphasize delivering 'unmatched experiences' as the strategic North Star in earnings calls.

Operational Alignment

Day-to-day decisions from Valcourt assembly to European design studios are guided by the mission, ensuring consistent product focus.

Measurement & Metrics

ROIC and revenue growth are used to assess mission alignment; BRP often outperforms peers on these metrics due to premium positioning.

Mission and vision remain the core filters for BRP's strategic decisions, driving acquisitions, electrification spending and margin resilience; read the next chapter on Core Improvements to Company's Mission and Vision to learn actionable updates and refinements.

Influence: The mission and vision statements are the primary filters through which BRP evaluates strategic acquisitions and capital expenditures. A prime example is the acquisition of Great Lakes Boat Company and the subsequent formation of the BRP Marine Group. This move was directly guided by the vision to go 'beyond' traditional powersports and provide 'exciting experiences' on the water in new ways. Furthermore, the strategic decision to invest CAD 300 million over five years into the electrification of its product lines is a direct manifestation of the mission to create 'innovative ways to move people.' This alignment ensures that even as the industry faces environmental pressures, BRP remains a leader in innovation.

Measurable success metrics demonstrate the efficacy of this alignment. BRP has consistently outperformed many of its peers in terms of revenue growth and return on invested capital ROIC. For instance, the company’s ability to maintain a gross margin of approximately 24 to 25 percent despite inflationary pressures speaks to the premium value created by its mission-driven innovation. Leadership, including CEO José Boisjoli, frequently reinforces these principles in quarterly earnings calls, stating that the company’s success is rooted in its ability to deliver 'unmatched experiences.' This top-down reinforcement ensures that day-to-day operations, from the assembly line in Valcourt to the design studios in Austria, are focused on the same strategic North Star.

Related reading: Competitors Landscape of BRP

Four targeted improvements can make BRP’s mission and vision more future-ready by integrating sustainability, digital transformation, stakeholder metrics, and clearer employee alignment. These changes align BRP company values with 2025 ESG expectations and the rise of connected, smart powersports vehicles.

Embed explicit sustainability commitment

Revise the mission to include a clear sustainability promise such as 'sustainably moving the world' to signal environmental stewardship to investors and younger consumers; ESG-rated peers now link brand purpose to measurable environmental targets and over 70% of institutional investors consider ESG integration when allocating capital in 2024–25.

Highlight digital and connected innovation

Update the vision to reference digital integration—for example 'innovative digital and physical ways to move people'—reflecting industry shifts toward IoT and AI in powersports where connected-vehicle features can add 10–15% aftermarket revenue per unit.

Set measurable stakeholder and ESG targets

Include specific KPIs in the mission or supporting statements—emissions reductions, sustainable materials share, community investment—so performance against BRP corporate identity goals can be tracked; public companies with disclosed targets saw 15–20% higher ESG scores among rating agencies in 2024.

Align internal culture and employee commitments

Translate the mission into an employee-facing values framework and training tied to recruitment and retention metrics; firms that align mission-vision with HR practices report employee engagement gains of 8–12%, reducing turnover costs.

Improvements: While BRP’s mission and vision are robust, there are opportunities for refinement to better align with the 2025 landscape of ESG expectations; currently focused on emotion and excitement, the statements lack explicit sustainability or social responsibility language, and industry peers have integrated 'sustainability' and 'community' into foundational statements. BRP could add a phrase like 'sustainably moving the world' to signal commitment to preserving environments where products are used, and explicitly mention digital transformation—'innovative digital and physical ways to move people'—to reflect IoT and AI trends, helping BRP appeal to environmentally conscious and tech-savvy investors and consumers; see further context in Revenue Streams & Business Model of BRP