Kawasaki Canada is hoping to create stable, trusting relationships with farmers dealing with economic uncertainty as it exhibits at Canada’s Outdoor Farm Show 2025.
Jacob Black, head of the marketing department at Kawasaki Canada said maintaining secure dealer-client relationships is important as farmers feel price-consciousness and uncertainty due to recent financial strains like U.S. tariffs and a poor growing season.
“Overall, we’ve seen a little bit less confidence in the market in general, that everything’s softening a little bit. People are making sure that when they spend their money, they’re spending it on the things that really matter to them,” Black said.
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“This is a time of massive uncertainty, and one of the reasons why we think people are flocking or gravitating towards us at the moment is because we offer that certainty going forward. We’ve been well-established in the market.”
Kawasaki may be associated more with dirt bikes than agricultural equipment, but Black said the company has still found a strong market in on-farm transport vehicles.
“Kawasaki actually invented the side-by-side, the MULE, which stands for multi-use, light equipment vehicle, (it) was the first thing of its kind anywhere in the world,” he said. “Farmers use those vehicles for everything from building fences to feed lots to, you know, going out and just inspecting their properties.”
“In terms of workload performance, our rigs really do have the mustard. And so, bringing them out here to farm country where they belong is one of the reasons we’re here.”
He pointed to the MULE PRO-FX 1000, which has self-levelling rear suspension, 2,500-pound tow capacity and a dump box which can fit a full tote of hay or water.
More importantly, though, Black says “What that does for that unit is not only makes it smooth and makes it quiet … but it also makes it a hell of a lot of fun.”
“Kawasaki is known more as a recreational vehicle, as a plaything,” Black added. “We absolutely have that here. We’ve got our Teryk5 H2 supercharged sport side-by-side with 250 horsepower on deck here this weekend. That’s really exciting.”
“We have this benefit, this wide gamut of work and play vehicles that are designed not only to help you get the job done, but also have fun out there while you’re doing it.”
He added the Teryx H2 is being displayed at Canada’s Outdoor Farm Show for the first time in Canada.
As for his goals for the week, Black referred to the show as a “fact-finding mission.”
“When we come to the farm show, we get direct feedback from people that use these vehicles day in day out, for what they’re really designed for. And we have seen feedback from this show that we’ve taken back to the factory and implemented in vehicles, and that’s one of the great benefits of being here, for us.”
For more coverage of Canada’s Outdoor Farm Show 2025, see our landing page.
