Mission Statement, Vision, & Core Values (2026) of Brookfield BRP Holdings (Canada.

Step into the world of Brookfield BRP Holdings (Canada), a powerhouse in powersports that designs for adrenaline and access across terrains with iconic marques like Ski‑Doo, Lynx, Sea‑Doo and Can‑Am, operating in more than 130 countries and employing about 16,500 people as of January 31, 2025; with fiscal 2025 sales of CA$7.8 billion, a Valcourt, Quebec headquarters and a substantial regional manufacturing footprint, BRP pairs a mission to 'unlock exhilarating adventures' with a vision to 'be the global leader in powersports,' driven by core values-Integrity, Collaboration, Innovation, Responsibility and Excellence-and strategic priorities that include expanding product lines, improving operational efficiency and leading the sector in electrification to deliver ever more inspiring experiences.

Brookfield BRP Holdings (Canada (BEPH) Intro

• Global reach: present in over 130 countries
• Workforce: ~16,500 employees (as of January 31, 2025)
• Fiscal 2025 annual sales: CA$7.8 billion
• Core brand portfolio: Ski-Doo, Lynx, Sea-Doo, Can-Am
• Headquarters: Valcourt, Quebec, Canada

Mission Statement

• Deliver best-in-class powersports products and experiences that inspire outdoor lifestyle and mobility.
• Drive sustainable growth through innovation in propulsion (including electrification), manufacturing excellence, and customer service.
• Generate long-term value for stakeholders while supporting local communities where BRP operates.

Vision

• Lead the global powersports industry in performance, technology, and sustainable mobility solutions.
• Be the first choice for customers seeking thrilling, dependable and lower-emission recreational and utility vehicles.
• Create a resilient, future-ready company by accelerating electrified product platforms and digitized customer experiences.

Core Values

• Innovation - continuous advancement of product and propulsion technology.
• Customer obsession - designing experiences that prioritize safety, performance and satisfaction.
• Operational excellence - efficient manufacturing and supply-chain practices to protect margins and reliability.
• Sustainability - commitment to reducing emissions and expanding electrified offerings.
• Integrity & community - responsible governance, employee well-being and regional economic contribution.

Strategic Priorities & Financial Context

BRP's strategy emphasizes product diversification, lean operations and electrification. Fiscal 2025 results reflect these priorities with CA$7.8 billion in revenue, underscoring market resilience and financial capacity to invest in next-generation platforms.

Operational Footprint & Electrification

• Manufacturing presence concentrated in Quebec with key facilities supporting global distribution and R&D.
• Investment focus on electrified propulsion systems for personal watercraft, snowmobiles and on-road/off-road vehicles.
• Initiatives to improve supply-chain resilience, reduce emissions and enhance product lifecycle stewardship.

For historical context, ownership structure and a deeper look at mission and operations see: Brookfield BRP Holdings (Canada: History, Ownership, Mission, How It Works & Makes Money

Brookfield BRP Holdings (Canada (BEPH) Overview

Mission Statement

BRP's mission is to 'unlock exhilarating adventures and provide access to experiences across different playgrounds.' This mission underscores the company's dedication to delivering high-quality, innovative products that enhance the recreational experiences of its customers. The emphasis on 'exhilarating adventures' highlights BRP's focus on excitement and performance in its product designs, while 'access to experiences across different playgrounds' reflects a commitment to offering versatile products suitable for various terrains and environments. The mission aligns with strategic goals to expand product lines and enter new markets to reach a broader customer base, and it has remained consistent over time, reinforcing a core focus on adventure and customer engagement.

• Core product families: Ski-Doo (snowmobiles), Sea-Doo (watercraft), Can-Am (off-road, Spyder), Rotax engines and related accessories.
• Global footprint: products available in 100+ countries with manufacturing and R&D hubs across Canada, the U.S., Mexico and Europe.
• Employee base: approximately 7,000-9,000 employees globally (approximate, varies by year and consolidation adjustments).

Vision

• Deliver next-generation recreational mobility by combining performance, connectivity and sustainability across all product lines.
• Be the brand of choice for enthusiasts and new entrants seeking premium, reliable and thrilling recreational experiences.
• Scale responsibly-grow market share while reducing environmental footprint through electrification and efficiency improvements.

Core Values

• Innovation - continuous product and materials innovation to increase performance and enjoyment.
• Customer obsession - design and support centered on user experience, safety and accessibility.
• Quality & reliability - manufacturing discipline and supplier partnerships that ensure durable products.
• Playground diversity - designing for land, snow and water environments to broaden use cases and markets.
• Responsible stewardship - focus on sustainability, emissions reduction and community engagement.

Strategic and Financial Context

Recent strategic priorities at Brookfield BRP Holdings (Canada (BEPH) reflect accelerating electrification, expanding accessories/aftermarket revenues, and geographic diversification. Public and investor materials from the BRP ecosystem indicate material revenue concentration by product family and increasing R&D and capex directed to electrified platforms and connectivity.

Key strategic initiatives tied to mission and values

• Product line expansion - broaden models and segments to serve additional 'playgrounds' (e.g., light electric vehicles, expanded off-road range).
• Aftermarket growth - increase revenues from parts, accessories and licensing to deepen customer engagement and lifetime value.
• Sustainability roadmap - targets for reduced lifecycle emissions, alternative powertrains and recyclable materials in high-volume parts.
• Market expansion - deepen penetration in emerging markets and adjacent outdoor-recreation categories.

Context and further reading: Brookfield BRP Holdings (Canada: History, Ownership, Mission, How It Works & Makes Money

Brookfield BRP Holdings (Canada (BEPH) Mission Statement

• Deliver industry-leading powersports products and services that maximize customer engagement and lifetime value.
• Drive profitable growth by expanding geographic reach and accelerating new-technology adoption (including electrification).
• Champion operational excellence across manufacturing, supply chain and dealer networks to protect margins and scalability.
• Embed sustainability and safety into products and operations while creating measurable shareholder value.

• Innovation focus: sustained investment in R&D to develop new product platforms (including e‑powertrains and connected vehicle services).
• Customer inspiration: product design and brand experiences aimed at emotional resonance, loyalty and advocacy.
• Global expansion: growing penetration in Europe, APAC and select emerging markets while protecting North American leadership.
• Sustainability roadmap: reducing lifecycle emissions via electrified models and materials innovations.

• Product portfolio renewal: continuous cadence of new models across snow, land and water categories to sustain demand and pricing power.
• Electrification & software: expanding e‑motor and battery-capable platforms plus connected services to capture recurring revenue.
• Supply chain resilience: dual-sourcing, regionalization and inventory strategies to protect deliveries and dealer fill rates.
• Dealer enablement: training, digital retail tools and inventory financing to strengthen the retail funnel and customer satisfaction.
• Sustainability metrics: setting reductions in CO2 intensity per unit and increasing recycled content in components.

• Customer first: product design, dealer policies and service KPIs oriented to end-user experience.
• Relentless innovation: iterative development, partnerships with tech providers and focused R&D budgets.
• Operational discipline: margin-focused decisions, cash generation and capital allocation rigor.
• Integrity & safety: compliance, product safety programs and transparent stakeholder reporting.
• Sustainability & stewardship: emissions targets and supply-chain due diligence tied to long-term viability.

• Value creation thesis: leverage product leadership, scale manufacturing and monetize software/aftermarket services for recurring revenue.
• Risk management: diversify supplier base, hedge commodity exposure and pace capital deployment to market cycles.
• Return objectives: target to expand EBITDA margin and realize organic/adjacent-market growth over a multi-year horizon.

Brookfield BRP Holdings (Canada (BEPH) Vision Statement

• Integrity - Uphold the highest ethical standards, transparent reporting, and compliance across all jurisdictions.
• Collaboration - Foster cross-functional teamwork and strategic alliances with suppliers, dealers, governments, and communities.
• Innovation - Invest in R&D, electrification, and digital services to maintain competitive advantage and product leadership.
• Responsibility - Embed ESG principles into operations, targeting measurable reductions in environmental impact and positive community engagement.
• Excellence - Deliver best-in-class products, service, and operational execution to maximize long‑term shareholder value.

• Capital allocation discipline - prioritize high-return projects, maintain strong liquidity and target mid‑single-digit annual dividend growth.
• Electrification & product innovation - scale EV and hybrid platforms to achieve >20% revenue share from low‑emission products by 2028.
• Operational excellence - continuous improvement initiatives targeting a 10-15% reduction in manufacturing costs per unit over three years.
• Sustainability integration - reduce absolute Scope 1 & 2 emissions by 30% by 2030 and increase renewable energy use to 50% of facilities' consumption.
• Partnership expansion - deepen dealer network and strategic alliances to increase global after‑sales penetration and recurring revenue streams.

• Revenue growth rate (target: 6-10% CAGR)
• Adjusted EBITDA margin (target: 24-28%)
• Free cash flow conversion (target: >40% of net income)
• Net promoter score and customer retention (target: top‑quartile OEM levels)
• ESG metrics: scope 1 & 2 emissions, workplace safety TRIR, and community investment (annual targets published in ESG report)