Utility Vehicles ... 20 Years Later

From humble beginnings, this thriving segment
has become one of the hottest in outdoor power

Since the introduction of utility vehicles to the marketplace in 1987, many skeptics have become staunch believers, admitting that they don't know how they managed before owning a utility vehicle.

In fact, utility vehicles have become the solution for a myriad of outdoor tasks. It's little wonder why. With dozens of utility vehicle manufacturers and hundreds of attachments on the market, it's hard to find a job these machines can't do.

As one of the creators of utility vehicles – and still the top-selling brand on the market – John Deere attributes the popularity of utility vehicles to its early customers who inspired many of the innovations that have shaped these machines into what they are today.

AMT ignites the industry

Before 1987, farmers relied on small trucks or ATVs for their hauling needs. The problem was that the truck was too expensive and too big to maneuver around tight spaces, and the ATVs lacked sizeable cargo space. The solution came in the form of the John Deere all-terrain AMT. Modest in design and – some would say – a bit quirky in appearance, the AMT was ready to work. But were farmers ready for the AMT?

"Farmers are quite possibly the toughest critics of outdoor equipment, so it's wasn't too surprising that they were a bit reluctant to see how the AMT was worth the investment," explains Pat Hammell, John Deere senior marketing manager for the utility vehicle group from 1986 through 1990. "Dealers actually asked some customers to test the machine on their farms for awhile. When it came time to retrieve the AMT, farmers wouldn't part ways."

Hammell says once customers put the AMT to use, they were able to stimulate their imaginations and realize the full potential of this machine.

Not just for farmers anymore

Farmers soon weren't the only ones inspired by the AMT. Word of mouth quickly spread about these versatile off-road haulers, and soon everyone from contractors and landscapers to hunters and other material transporters were putting these machines to use for a variety of purposes.

The single front wheel and handlebar steering of the AMT provided maneuverability, and the four rear wheels and cargo box frame provided safe and stable hauling capabilities. The high flotation tires also were wildly popular because they moved better than most tires through a variety of conditions while reducing soil impact. But only a year on the market and customers were ready for more.

"It was really our dealers and the customers who helped us realize the scope and the potential of these machines," comments Hammell. "Their feedback truly prompted some of the innovations that were soon to follow."

Imagination fuels innovation

By 1990, John Deere added enhancements to the AMT that included two-passenger seating, additional tire options and a hydraulic lift bed – all elements still available on today's vehicles. These enhancements only further fueled the imagination for more.

"There was no doubt we created a workhorse with the AMT, but there were limits to what it could do for the tasks it was now being used for," recalls Michael Bedis, who was a design engineer and marketing coordinator before assuming his current role as senior design engineer for John Deere Gator utility vehicles. "Customers needed a machine that was more durable, more powerful and more functional, so we decided to go back to the drawing board."

What developed was a machine that essentially reshaped the utility vehicle market. Inspired by its tough, rugged design, overall appearance, and ability to maneuver around in swampy, off-road conditions, the new utility vehicle was appropriately dubbed the John Deere Gator™.

Gator redefines utility vehicle market

Introduced in 1992, the Gator was available in 4x2 and 6x4 designs – the first to offer six wheels. The most apparent change from the AMT was the Gator was built with two front wheels instead of one for enhanced stability. The side-by-side operator station had car-like features and revolutionary styling. The Gator quickly became the best-selling utility vehicle on the market, but the multipurpose capabilities of this machine were about to change with the rapidly expanding attachments and accessories market.

"As marketers of the Gator, we had a flood of third-party manufacturers present us with an array of attachment and accessory ideas; everything from snow blades and enclosed operator cabs to medical rescue units and dog crates," Bedis recalls. "The list of ideas was endless, and many of them were terrific. However, we never wanted to endorse anything that might compromise the quality, durability and reliability of our machines and the safety of the operator."

Commitment to the core

For the next 10 years, as aftermarket utility vehicle attachments continued to pour into the marketplace John Deere started to develop its own attachments, but remained vigilant on improving the core performance of the Gator. New John Deere enhancements included increased ground clearance, a wider frame and fully independent suspension. The company also broadened its line to cater to specialty markets when it introduced the Electric Gator (with a quiet engine that produced zero emissions), Turf Gator (for golf course maintenance), Trail Gator (olive color to appeal to hunting and recreational users), ProGator and Worksite Gator (for heavy-duty applications), and the M-Gator (sold exclusively to the U.S. military and NATO forces).

Gators grow bigger … and smaller

John Deere wasn't the only company that was busy. By the late 1990s the market had exploded from one competitor to a flood of manufacturers eager to get their piece of the hot market. John Deere responded in 2004 by introducing two new categories to its product lineup: the Gator Compact Series and the Gator High-Performance Series.

"By broadening the Gator line, John Deere was able to accommodate the unique needs of our growing customer segments," explains Joe McDonald, John Deere product manager for the Gator from 1998 through 2001. "The smallest in the Gator lineup, the light-duty Gator Compact Series, was created with the homeowner in mind – they're easy to maneuver and easy to store, while maintaining the tough performance standards of the Gator family. The introduction of the heavy-duty Gator High-Performance Series was built for true commercial-grade work, allowing customers to pull, tow and haul more than they ever could before."

Innovations of the High-Performance Series included the industry's first award-winning, hydroformed steel frame, which is designed to withstand the stress and strain of rough terrain. Additional features included a new, on-demand, "True" four-wheel-drive system that provided exceptional traction in challenging conditions; front and rear wheel hydraulic service brakes that provide a more automobile-like braking system; easier starting and a larger 854 cc Tier II diesel engine for excellent overall performance.

New look to an old faithful

The original Gators that ignited the industry weren't without their own upgrades. Since their introduction nearly 10 years ago, the original Gators were replaced with a new generation of models rightly called the Gator Traditional Series. Along with a fresh new look, the Traditional series models are faster (top ground speed of 20 mph) and more powerful than the previous generation of Gators, while also offering improved braking capabilities, increased payload and enhanced operator comfort. Now, the company offers the broadest line of vehicles with more than 180 high quality attachments.

The neXt generation of performance

"Today, a large portion of growth in the utility vehicle market is happening in what we classify as Trail and Heavy-Duty vehicles, notes Kevin Lund, utility vehicle group product marketing manager for John Deere. "We've been participating in this growth with the Gator High-Performance Series, but we've taken it a step further with the new Gator XUV 4x4.

Lund says the XUV 4x4 is designed for customers who like to work hard and play hard with their vehicles, adding that customers want a machine that is capable of putting in a hard day's work, but they also want to be able to turn it loose trail riding, hunting or fishing on the weekend.

"The Gator XUV is a true crossover vehicle, combining heavy-duty work performance with all-terrain capabilities," Lund says. "Thanks to innovative engineering, we've improved ride quality, power and acceleration, while maintaining the stability, safety and quality that John Deere is known for. One test drive is all it takes to truly appreciate the ride quality, power and performance of the XUV."

Even the marketers of the first AMT agree that the Gator XUV 4x4 is not the end, but a beginning of a new chapter in the evolution of utility vehicles.

"It's quite remarkable to see the progression since the AMT, and the XUV is just a foreshadowing of what's to come," says Bedis. "Whatever lies ahead, you can count on one thing for sure: No matter what you buy a utility vehicle for, it will do far more and do it far better than you think it will."

To order back issues of this publication, call 518.329.0067 or
visit our back issues page.