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Partnering to champion ATV/UTV safety in agriculture

January 30, 2024

The powersports market — specifically all-terrain vehicles (ATVs) and utility task vehicles (UTVs) — has seen remarkable growth in the last three years. Data from the Specialty Equipment Market Association (SEMA) show it is now valued at $37 billion in the U.S. alone. That value’s expected to grow to $69 billion by 2032.1 But this expansion is not solely driven by off-road enthusiasts.

U.S. powersports market value chart

The rising popularity and risks of ATVs and UTVs in farming

A large share of ATVs and UTVs serve as major workhorses on U.S. farms and ranches. And that utility continues to grow, for several reasons:

  • They’re less expensive than larger vehicles like pickups or larger trucks
  • They’re more fuel-efficient but offer increasing performance and capability
  • They help farmers and ranchers get a growing range of jobs done

For these reasons and others, you’re likely seeing more ATVs and UTVs on your customers’ farms and ranches.The ATV liability place card.

Operating these off-highway vehicles (OHVs) safely requires a distinct skillset and more attention to driver, operator and passenger safety than when driving cars and trucks designed for roadway travel. Off-highway vehicles also lack the safety equipment of larger vehicles. This all contributes to 700 deaths and 100,000 emergency department-treated injuries annually.2 What may be seen as serious fun, functionality or both can quickly turn into a serious hazard.

Raising ATV/UTV safety awareness on the farm

The ATV safety place card.We see the growth in ATV and UTV numbers around rural America and their inherent risks to personal health, safety and liability. And we know the importance of safe, responsible operation of the machines. As popularity grows for both work and recreation, now is the time to elevate awareness of ATV/UTV safety for farmers, ranchers and their families. It’s especially important for youth who make up a large share of those seriously injured on ATVs and UTVs each year.

That’s why we’re launching Let’s Champion Rider SafetySM, a new ATV/UTV safety program. In collaboration with Dale Earnhardt Jr., the ATV Safety Institute (ASI) and the Recreational Off-Highway Vehicle Association (ROHVA), the campaign is designed to:

  • Share critical safety information for every ATV/UTV operator
  • Promote safety training programs
  • Prevent dangerous accidents, property damage and liability claims

Our collective goal is simple. We want to make sure every operator knows what it takes to operate an ATV or UTV safely. Such information is key to growing awareness and ultimately preventing lost lives or serious injuries from ATVs or UTVs.

Protect your farm customers from ATV/UTV risks

As protectors, it‘s our shared responsibility to contribute to this cause. As an agent, you’re in the best position to help keep your farm customers and their families safe. We know that ATVs and UTVs have become more popular and functional than ever. Together, we can ensure that they don’t pose hazards to everyone in rural America.