ATV and UTV Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The global ATV and UTV market size is expected to reach approximately USD 11.79 Billion in 2024. With a projected CAGR of 6.10% between 2025-2034, the market is forecasted to grow to around USD 21.31 Billion by 2034. This growth reflects increasing demand for off-road vehicles in various industries, including military, agriculture, and recreation.

The global ATV and UTV market is driven by the increasing demand for all-terrain vehicles (ATVs) and utility terrain vehicles (UTVs) due to their off-road capabilities and exceptional manoeuvrability. These vehicles are widely used in the military, forestry, agriculture, and sports, as they provide efficient transportation of supplies, especially in remote locations. Multi-purpose off-highway utility vehicles (MOHUVs) and recreational off-highway vehicles (ROVs) are also gaining popularity for both practical and leisure purposes. The versatility of ATVs and UTVs, combined with their ability to navigate challenging terrains, positions them as crucial assets in various sectors, driving the market’s continued growth globally. In September 2024, in Bengaluru, a state government and IISc-backed venture launched its first All-Terrain Vehicle (ATV). Designed to navigate rugged terrains, the ATV aims to assist industries like forestry, agriculture, and the military. This innovation promises improved transportation efficiency, economic growth, and further advancements in off-road vehicle technology.

ATV and UTV Market Growth Factors

Growing Trend in Adventure Sports and Recreational Activities

The global ATV and UTV market is expanding rapidly, driven by rising demand for recreational purposes. Tourists are increasingly exploring ATV and UTV trails, supported by tourism councils promoting these thrilling experiences. Well-maintained tracks and organised ATV and UTV-related activities are enhancing the appeal, making these vehicles a popular choice for adventure tourism worldwide.

The market is gaining popularity through annual championships, thrilling racing events, and rising interest in adventure sports, attracting tourists seeking unique, adrenaline-filled experiences. In July 2024, IndianOil launched STORM-X, a sustainable racing fuel, at the Madras International Circuit during the 2024 MRF National Car Racing Championship. It enhanced performance, met FIA standards, and marked a partnership with MMSC.

Rising Demand in Military Operations

The global ATV and UTV market has seen significant market growth due to increased demand in military applications. These vehicles offer superior mobility and manoeuvrability, making them ideal for troop transportation and tactical missions across challenging terrains. In March 2024, Polaris Government and Defence launched two new military snowmobiles- the 2025 Military 650 TITAN 155 and 850 PRO RMK 155- engineered for Arctic mobility, tactical use, and harsh winter conditions, featuring enhanced performance, stealth features, and mission-ready capabilities.

Market Restraint

Severely Damaging to Wildlife Habitats

The global ATV/UTV market continues to grow, yet it raises concerns regarding wildlife & habitat disruption. As the popularity of ATV/UTV vehicles increases, so does the risk of environmental impacts, particularly in ecologically sensitive areas. Repeated vehicle use on rugged terrain can cause significant damage, affecting soil structure, plant life, and wildlife patterns. These impacts have prompted calls for responsible riding practices and stricter regulations. However, the market impact remains strong, driven by demand in recreation, agriculture, and defence sectors. Balancing economic growth with environmental preservation is crucial for the long-term sustainability of the ATV/UTV industry worldwide. ATV use in the Adirondacks caused serious environmental impacts, including soil compaction, runoff, habitat damage, and noise disturbance. These effects harmed wildlife, reduced water quality, and fragmented ecosystems. The Adirondack Council urged legislative reform, education, and restricting ATV access to protect sensitive natural areas.

Market Opportunity

Development of secure ATVs and UTVs

The global ATV and UTV market continues to grow with various models tailored for different usage contexts, from recreational riding to agricultural and military applications. However, the increased usage also brings safety concerns, as accidents are common due to terrain challenges and improper use. Ensuring safety standards and rider education remain critical to reducing risks and enhancing overall safety in these vehicles. In April 2024, the Ontario Quad Safety Council launched the "Ready to RideON" online training program to promote safer ATV riding across Ontario. Developed with OFATV and Yamaha, it offered essential skills for riders, aiming to reduce accidents, enhance safety, and encourage responsible, sustainable riding practices.

Segmental Analysis

Based on Vehicle Type

All-Terrain Vehicles (ATVs) offer numerous benefits, particularly in off-road environments. Known for their versatility, ATVs excel in accessing remote areas, making them invaluable in industries such as agriculture, forestry, and military operations. They provide superior manoeuvrability on various terrains, enhancing productivity and efficiency. In November 2024, The Indian Army initiated the procurement process for all-terrain vehicles (ATVs) to enhance mobility along northern borders. These vehicles will aid infantry surveillance, provide mobile platforms for weapons and logistics, and ensure rapid movement in areas with no roads. The Army seeks vendors to meet specific technical and operational requirements for deployment.

Utility Task Vehicles (UTVs) are essential in industries requiring heavy-duty work in rugged terrains. Offering more stability and cargo space than ATVs, UTVs are favoured for agricultural tasks, construction sites, and search-and-rescue operations. With seating for multiple passengers, UTVs provide enhanced safety and comfort compared to ATVs, making them suitable for team-based work in challenging conditions. In the recreational market, UTVs deliver a more stable ride, attracting enthusiasts who enjoy off-road adventures in larger groups. Their durability, larger payload capacity, and versatility make UTVs increasingly popular, ensuring their growth in both commercial and leisure sectors globally.

Based on Displacement

ATVs and UTVs under 400cc offer numerous benefits in the global market, particularly for recreational riders, beginners, and those seeking a more affordable option. These smaller vehicles are typically lightweight, easy to manoeuvre, and ideal for use on smaller trails, making them popular for both leisure and agricultural purposes. They provide a great introduction to off-road riding, offering manageable power and reduced risk for novice riders. Additionally, their fuel efficiency and lower maintenance costs make them a practical choice for casual use, while still providing good versatility for light work or recreational activities.

ATVs and UTVs in the 400 to 800cc range are ideal for more experienced riders who need increased power and versatility. These mid-range vehicles provide superior performance on rugged terrains, offering a good balance between power and manoeuvrability. They are often used for more demanding recreational activities such as trail riding, farming, and light-duty utility work. In March 2024, Powerland launched the Tachyon electric 4x4 ATV in India. Featuring 800 Nm torque and a 100 km range, it includes advanced features like disc brakes, eco modes, and Bluetooth connectivity. The ATV was certified under India’s electric tractor category and is available for booking in India and Europe.

Based on Fuel Type

Electric-powered ATVs and UTVs offer significant benefits in the global market, driven by increasing environmental awareness and demand for sustainable alternatives. These vehicles provide quieter, emissions-free operation, making them ideal for environmentally sensitive areas. They have lower operating costs due to fewer moving parts, reduced maintenance, and easy charging infrastructure. In October 2022, CFMoto launched the CForce EV110 electric ATV for kids, featuring a 45 km/h top speed and 61 km range. It includes safety features, such as a tether that cuts the motor if broken, and an app to monitor battery levels and location.

Solar-powered ATVs and UTVs are gaining popularity as sustainable, renewable energy-driven vehicles in the global market. These vehicles are powered by solar panels integrated into their design, reducing reliance on conventional fuel sources. The primary advantage lies in their ability to harness free, renewable energy, offering reduced operational costs and a smaller carbon footprint. Solar power also provides the benefit of longer operational periods in remote areas where traditional charging infrastructure might be lacking. As solar technology continues to advance, these vehicles offer a promising future for eco-conscious riders, especially in off-grid locations and outdoor recreational activities.

Based on Applications

Utility ATVs are primarily designed for tasks such as farming, construction, and outdoor work. They provide significant benefits in industries that require off-road mobility and the ability to carry heavy loads. These ATVs offer excellent durability, off-road performance, and high towing capacity, making them essential for agricultural work, forestry, and utility services. Their versatility, rugged build, and ability to navigate challenging terrains make them indispensable in both personal and commercial sectors. As industries like agriculture and logistics grow globally, the demand for utility ATVs continues to rise, contributing to their expanding market share.

Sports ATVs are designed for recreational use, offering high-speed performance, agility, and an adrenaline-packed experience. They are popular in off-road racing, motocross, and adventure sports, where riders seek enhanced handling and speed. These vehicles typically feature lightweight frames, powerful engines, and advanced suspension systems, making them ideal for thrill-seekers and competitive events. In August 2022, Polaris launched the RZR Pro R Sport ATV in India at ₹59 lakh, featuring a 225 HP engine and three driving modes: 2WD, 4WD, and 4WD Lock. It is designed for off-road use with a 16-inch ground clearance and advanced performance.

Based on End-User Verticals

In agriculture, ATVs and UTVs provide essential support for farmers by enhancing productivity and reducing labour costs. These vehicles offer improved mobility across large and rugged farmland, enabling efficient transportation of goods, equipment, and supplies. UTVs, with their higher payload capacities, are especially useful for tasks like irrigation, pest control, and seeding. In October 2024, Kubota launched several new products, including the SVL50x compact track loader and RTV-X utility vehicles. These models offered improved features, including better operator comfort, increased power, and enhanced performance. The RTV-X models introduced new configurations for improved versatility on farms and job sites.

ATVs and UTVs are increasingly used in military operations due to their agility, durability, and ability to navigate diverse terrains. These vehicles offer enhanced mobility for soldiers, especially in off-road and difficult-to-reach areas. They support reconnaissance missions, troop transport, and logistical operations, allowing for rapid deployment of resources in challenging environments. UTVs, with their larger payload capacities, are used to transport equipment, weapons, and supplies while maintaining stability on uneven ground. Their compact size and off-road capabilities make them ideal for operations in rugged terrains, offering flexibility and strategic advantages in various military settings.

Regional Insights

North America holds a dominant position in the global ATV and UTV market due to the high demand for off-road vehicles in regions like the United States and Canada. The market is driven by recreational activities, agricultural use, and growing interest in outdoor adventures. Technological advancements, coupled with an expanding network of dealerships and service centres, contribute to the region's market growth. The popularity of off-roading sports and agriculture-related applications boosts ATV and UTV sales in this region.

The Asia-Pacific ATV and UTV market is experiencing rapid growth, driven by increasing disposable incomes, urbanisation, and rising interest in recreational activities. Countries like Japan, China, and India are seeing significant demand due to their vast rural landscapes, where ATVs and UTVs are used for agricultural and utility purposes. Radar Auto, China’s first pure electric outdoors lifestyle vehicle brand, was launched in July 2022, introducing the RD6 electric pickup truck. The brand aims to provide sustainable vehicles for adventure enthusiasts, including trucks, SUVs, and ATVs, with plans to expand its product range.

Europe’s ATV and UTV market is driven by both recreational and industrial uses. Countries such as the UK, France, and Germany are seeing increased adoption due to the rise in outdoor activities like hunting, fishing, and off-road racing. The region also benefits from growing demand in agriculture, where utility vehicles aid in tasks such as land management and forestry. Stringent safety regulations and environmental concerns are encouraging manufacturers to introduce eco-friendly and innovative off-road vehicle solutions in Europe.

In Italy, the ATV and UTV market is driven by the popularity of off-road sports, particularly in rural and mountainous regions. Italian consumers are increasingly turning to these vehicles for both recreational activities and practical applications, such as farming and land management. Corvus Off-Road Vehicles launched its first fully electric UTV, the Terrain EX4, in September 2022. Designed for agriculture, construction, and events, it features a 15 kW battery with a 100 km range. Corvus aims to expand its electric and petrol models.

The ATV and UTV market in Latin America is expanding, particularly in countries like Brazil and Mexico, where off-road vehicles are commonly used in agriculture, tourism, and recreational activities. The vast, rugged terrains in this region make ATVs and UTVs ideal for various applications, such as agricultural tasks and exploring remote areas. Rising interest in outdoor activities, coupled with increased investment in infrastructure and distribution networks, is expected to fuel growth in the Latin American ATV and UTV market.

The Middle East and Africa market for ATVs and UTVs is growing, driven by the popularity of off-road activities in desert regions and expanding agricultural needs. Countries like the UAE, Saudi Arabia, and South Africa are witnessing increased demand for both recreational vehicles and utility vehicles used in agriculture and construction. In October 2024, Massimo Group launched a new T-Boss UTV series in October 2024, featuring a fully enclosed cabin for weather protection. The series includes T-Boss 550L, 560L, and 760L models, equipped with a built-in heater.

Competitive Landscape

Polaris Inc.

Polaris Inc., established in 1954, is an automobile manufacturer that offers high-quality power sports vehicles. The company is committed to innovation and has played a detrimental role in developing snowmobiles and military vehicles. Headquartered in Minnesota, the United States, it serves customers in nearly 120 countries across the globe.

Deere & Company

Deere & Company is a company that provides advanced technologies, services, and products aimed at revolutionising the construction and agricultural industries. Headquartered in Illinois, the United States, the company has established its reputation as a leading manufacturer of construction, agricultural, forestry, marine, and industrial equipment. Since its foundation in 1837, the company has aimed to offer advanced solutions that can support customers to improve their productivity.

HISUN Motors Corporation

HISUN Motors Corporation, headquartered in Texas, the United States, is a prominent manufacturer and provider of all-terrain vehicles. It has emerged as a leader in the powersports sector, offering innovative solutions to customers around the world. Over 300 dealers and numerous retailers in the United States sell the company’s versatile UTVs and ATVs.

List of Key Players in ATV and UTV Market

• Yamaha Motor Co., Ltd.
• Honda Motor Co. Ltd.
• Kawasaki Heavy Industries Ltd.
• Suzuki Motor Corp.
• Arctic Cat Inc.
• Polaris Inc.
• Bombardier Recreational Products Inc.
• Deere & Company
• HISUN Motors Corporation
• Zhejiang Cfmoto Power Co., Ltd.
• Kubota Corporation
• Textron Inc.
• Kwang Yang Motor Company Ltd.
• John Deere
• Can-Am
• Massimo Motor Sports
• Others

Recent Developments

• In August 2024 , Landmaster unveiled its 2025 UTV lineup featuring four purpose-built trim packages, full U.S. assembly, and enhanced value with free shipping and four years’ full vehicle protection. The new models, tailored for work and recreation, reflected Landmaster’s commitment to American manufacturing and customer satisfaction.
• In August 2024 , Can-Am unveiled its 2025 Outlander 850/1000R and Maverick R Max lineups, showcasing enhanced power, suspension, and design. The Outlander models delivered up to 101 hp, while the four-seat Maverick R Max offered improved comfort, advanced tech, and thrilling performance for work and adventure alike.
• In August 2024 , Yamaha launched its 2025 off-road range, featuring the all-new Wolverine RMAX4 1000 with Turf Mode, selectable EPS, updated suspension, and enhanced tech. The lineup included recreational, sport, utility SxS, and ATV models, prioritising durability, comfort, and performance for all riders, from youth beginners to seasoned adventurers.
• In January 2024 , KV Capital acquired UTV Canada, merging it with Mountain Sports Distribution to strengthen its powersports platform. The deal combined expertise in UTVs, snowmobiles, and motorcycles, enhancing product access and service. UTV Canada’s CEO retained equity and joined MSD, aiming to streamline operations and boost growth across Canada.
• In September 2022 , Kubota released the LXe-261 compact electric tractor in Europe, marking the company's first electric tractor launch. The LXe-261, designed for park and green space management, offers rapid charging and up to four hours of operation. Kubota advanced carbon neutrality through long-term rental services for municipalities from 2023.

Global ATV and UTV Market Report Segmentation

The EMR’s report titled “ATV and UTV Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Vehicle Type

• UTV
• ATV

Market Breakup by Displacement

• Less than 400 CC
• 400-800 CC
• More than 800 CC

Market Breakup by Fuel Type

• Gasoline Powered
• Diesel Powered
• Electric Powered
• Solar Powered

Market Breakup by End-User Vertical

• Agriculture
• Military
• Sports
• Mountaineering
• Others

Market Breakup by Applications

• Utility
• Sports
• Others

Market Breakup by Region

• North America

  

United States of America

  

Canada

• Europe

  

United Kingdom

  

Germany

  

France

  

Italy

  

Others

• Asia Pacific

  

China

  

Japan

  

India

  

ASEAN

  

Australia

  

Others

• Latin America

  

Brazil

  

Argentina

  

Mexico

  

Others

• Middle East and Africa

  

Saudi Arabia

  

United Arab Emirates

  

Nigeria

  

South Africa

  

Others