Polaris Industries is on the defensive, after a run of fires that sparked massive recalls of its ATVs.
Some analysts say the company's profits won't recover until 2020. They note that at least 10 lawsuits have been filed, the stock is down 50 percent from 15 months ago and the company is spending $120 million to fix the problems with the ATVs.
Industry observers say the Medina-based company's future comes down to how much it broke trust with consumers and if customers will consider the response strong enough to buy Polaris vehicles in the future.
The company says it has added support for dealers affected by the recall, made "significant" enhancements to infrastructure and leadership to improve the products and invested in new product innovations. CEO Scott Wine said in a statement last week that Polaris is "fundamentally strong."
"Our No. 1 priority is to get our loyal owners back to riding safely," Wine said last month in announcing lowered profit expectations for the year.
Polaris' recovery could be helped by others in the industry. In the past five years, almost every major outdoor vehicle brand — from Canada's Bombardier to local competitor Arctic Cat and Honda — has had recalls, some for safety problems as serious as Polaris'.
A study by the National Automobile Dealers Association found that Ford Motor Co. did not take a huge long-term hit in reputation after Firestone tires on its Explorer SUVs were recalled because they shredded, triggering rollovers. The mild ding to its reputation was because Ford didn't have a stellar reputation to begin with, the study found.
"By contrast, Toyota suffered much more from multiple recalls the company issued related to unintended acceleration in late 2009 and early 2010," the study concluded. The company had a 40 percent price advantage over competitors before the recalls. By the end of 2010, that differential fell to 20 percent. Now it has recovered, but is still only 30 percent.