Can-Am turns 50

What started off as a championship-winning motocross motorcycle in the early 1970s evolved into Can-Am becoming a leading global powersports brand today, with products spanning heart-racing speed machines and sturdy utility vehicles designed for farmers and hunters.

Today, Can-Am’s products can be found in more than 80 countries around the world. As it turns 50, the brand looks at celebrating its heritage and passion for the ride, but also at continuing to gain momentum by offering unforgettable experiences and innovative products.

These are just some of the highlights of the brand in 2023:

In 2023, Can-Am launched its all-new Outlander PRO all-terrain vehicle in the New Zealand market which the company said has been built from the ground up for farmers.  

Can-Am said the new Outlander lineup focuses on two key farmer-oriented elements: ease of maintenance and reliable performance.

Earlier in 2023, Can-Am made history by winning its sixth consecutive Dakar Rally win. Since its debut in 2018, the Can-Am Maverick X3 has proven its reliability and power, not only on the Dakar track, but on the Finke track too.

2023 was also the year that saw Can-Am partner with Red Bull to form the Red Bull Can-Am Factory Team, with the team’s first debut being a knock-out win at the 2023 Dakar Rally.

The Can-Am Maverick X3, driven by James Cook and co-driver Mitch Aucote from Cook’s Concrete Racing, placed first in the 2023 Finke SXS Turbo category, as well as taking over the entire top 10 this year.

Cutting its teeth in motocross motorcycles, Can-Am is paying homage to its beginnings by releasing two new electric motorcross bikes in 2024, which it envisions will offer a thrilling riding experience to the next generation of riders.

Can-Am has unveiled a special collaboration with The Shoe Surgeon to celebrate inclusivity, its heritage and the thrill of the ride. Together, both brands created three custom Can-Am Ryker 3-wheel vehicles along with three styles of Can-Am-inspired riding shoes.

Adding to the 50th birthday celebrations is the upcoming BRP Club in August with a range of new Can-Am product updates and models expected to be announced.

Finally, there will be activities and celebrations – both on social media and in person – with Can-Am fans and owners, including some of the championship riders from the early days of the brand alongside current owners and riders.

“Can-Am's 50th anniversary is also a celebration of the people behind the brand who forged its DNA and constantly pushed the limits of what’s possible,” said José Boisjoli, President and CEO of Can-Am’s parent company, BRP.

“The brand had instant success on the track and the trail when it all began 50 years ago, owning the podiums and setting land speed records. Since then, driven by our commitment to innovation, technology, quality and a passion that never wavered, we have reinvented Can-Am in so many ways, always keeping in mind to deliver the best experience for our riders.

“When I look at the future, I am convinced it will continue to achieve legendary milestones and I cannot thank our employees, dealers, customers and partners enough for carrying the Can-Am DNA year over year.”