During its time under Textron ownership from 2017 to 2025, Arctic Cat experienced a period of significant transformation—marked by brand restructuring, integration with other Textron assets, and shifting product strategies that ultimately struggled to resonate with the powersports market.
Acquisition and Early Rebranding
Textron acquired Arctic Cat in March 2017 for approximately $247 million. The company was folded into Textron Specialized Vehicles (TSV), a division that also includes brands like E-Z-GO, Cushman, and Jacobsen. Initially, this transition led to a rebranding strategy where several Arctic Cat side-by-sides were rebadged under the Textron Off Road label. This move was meant to create a new identity focused on utility and performance vehicles.
Arctic Cat Wildcat XX ReviewCurrently, the UTV industry is all about numbers. Tag lines read “more horsepower” and “more suspension travel” across manufacturer marketing campaigns. Modern-day turbo cars are extremely fast, have incredible suspension systems, and make the average driver look like a hero behind the wheel. However, what would happen if you put some of the most skilled drivers and fabricators in the world on the development team for a new company’s first foray into the heated sport UTV market? What if the manufacturer worried less about surveys and customer testimonials, and more about building the car they truly thought the market needed? You get the new Textron Wildcat XX.
Missed Connection with Core Customers
However, the rebranding effort faced backlash from Arctic Cat loyalists. Longtime fans and dealers felt disconnected from the Textron identity, viewing it as too corporate and lacking the grassroots powersports heritage that defined Arctic Cat. Realizing this misstep, Textron eventually reinstated the Arctic Cat branding for ATVs and side-by-sides by 2020.
Product Development Under Textron
Textron invested in new product development during its tenure, most notably with the Wildcat XX, which was co-developed with off-road racing legend Robby Gordon. Launched in 2018, the Wildcat XX was praised for its suspension and handling but struggled with limited model updates and marketing support in later years. The Prowler Pro and Alterra ATVs also saw updates, with a shift toward reliability and utility rather than high-performance recreation.
Whisper Quiet Textron Prowler Pro“Textron Off Road focused on the driver experience when developing the new Prowler Pro,” said John Collins, Vice President, Consumer for Textron Specialized Vehicles. “The legacy of Textron, a leader in design and production of combat vehicles, military helicopters and advanced marine craft trusted to keep our warfighters safe, has been built into this vehicle making it a formidable work partner.”
Textron also introduced models like the Havoc and the Stampede—vehicles designed to compete with Polaris RANGERs and Can-Am Defenders. These models had solid engineering but didn’t achieve breakout commercial success, partly due to inconsistent dealer support and limited aftermarket presence.
Operational Changes and Downsizing
Throughout Textron’s ownership, Arctic Cat’s operations at its Thief River Falls, Minnesota facility were scaled back. In late 2024, Textron announced it would suspend production at the plant, citing “changing business needs,” which led to layoffs and signaled waning interest in continuing the Arctic Cat brand as a strategic priority.
Arctic Cat Suspends Manufacturing Operations at Thief River FallsArctic Cat, a renowned manufacturer of snowmobiles and all-terrain vehicles, is set to indefinitely suspend manufacturing operations at its Thief River Falls and St. Cloud, Minnesota facilities by May 22, 2025.
Decline in Market Visibility
From 2020 to 2024, Arctic Cat’s presence in the UTV market faded. Compared to aggressive marketing and race programs from Polaris and Can-Am, Arctic Cat was mostly absent from the spotlight. Dealers reported difficulty obtaining parts and new units, and enthusiasts began to regard the brand as dormant despite its loyal following.
Textron’s stewardship of Arctic Cat was marked by corporate strategy and resource consolidation, but lacked the passionate, enthusiast-first approach that defines successful UTV brands. That gap ultimately created the opportunity for Arctic Cat’s recent purchase by Brad Darling and his investment group, who aim to restore its identity and relevance in the powersports industry.
Arctic Cat is Purchased Again
On April 24, 2025, Arctic Cat was acquired by Brad Darling, a former Arctic Cat executive and current President and CEO of ARGO, along with an investment group that holds a significant stake in ARGO’s parent company, Ontario Drive & Gear. This acquisition marks a pivotal moment for the Thief River Falls-based manufacturer of snowmobiles, ATVs, and side-by-sides, especially following Textron’s announcement in late 2024 to cease production and lay off employees at Arctic Cat’s Minnesota facilities due to shifting business needs .
Brad Darling, who spent 17 years at Arctic Cat before joining ARGO in 2016, expressed his enthusiasm about leading Arctic Cat into a new era. He emphasized the company’s deep-rooted passion for powersports and its commitment to innovation and performance. Darling stated, “The pursuit of the checkered flag is in Arctic Cat’s DNA… Today is the start of a new chapter, one where Arctic Cat returns to the race, but with a powerful understanding: this race is never-ending, and we intend to lead” .
Under the new ownership, Arctic Cat and ARGO will operate as separate entities, but potential synergies in the off-road segment may be explored in the future. The acquisition has been met with optimism, particularly in the Thief River Falls community, where Arctic Cat has been a significant presence for over six decades. Local officials and residents view the change in ownership as a positive step toward restoring jobs and revitalizing the brand’s legacy .
While specific terms of the acquisition have not been disclosed, the move signals a renewed focus on Arctic Cat’s core values and a commitment to its dealers, employees, and loyal customer base. As the company looks ahead, stakeholders anticipate the release of the 2026 product lineup and a reinvigorated presence in the powersports market .
