A 2014 consumer survey found WARN was the most commonly owned winch brand among the participating truck, Jeep and SUV owners. The historical results provide a snapshot of WARN Industries’ position in the off-road recovery market at the time.
Editor’s note: This article covers survey results released in March 2014. The figures below describe purchases made from 2008 through 2013 and should not be interpreted as current market-share data.
WARN Leads 2014 Winch Brand Survey
True North Outdoor Marketing surveyed 8,417 owners of trucks, Jeeps and SUVs who had purchased a winch in the United States during the six-year period from 2008 through 2013.
According to the survey results released by WARN Industries, 61.7% of respondents owned a WARN winch. That was more than four times the ownership rate reported for the next-highest brand.
The three factors respondents cited most frequently when selecting a winch were:
- Price
- Brand
- Quality
Reported Winch Brand Ownership
Seven winch brands were identified in the unaided survey. The three brands with the highest reported ownership rates were:
- WARN: 61.7%
- Mile Marker: 13.8%
- Smittybilt: 13.5%
Superwinch, Ramsey, T-Max and Rugged Ridge were also named, with each accounting for a single-digit percentage of reported ownership.
When the survey data was limited to winches purchased during 2013, WARN’s reported ownership rate increased to 66.1%. Mile Marker ranked second for that year at 14.5%.
WARN’s Growth Through 2013
The survey indicated that WARN’s ownership rate increased each year from 2008 through 2013, rising from 57.4% to 66.1% among respondents based on the year their winch was purchased.
“This was a great validation of our industry-leading position,” said then-Warn Industries Vice President of Marketing Brendan Anderson. “What is particularly gratifying is that consumers have chosen us as the number one brand in the marketplace year after year.”
Anderson attributed the results to the company’s focus on building winches customers could trust when recovery equipment was needed.
Winch Sales Increased in 2013
The survey also reported that category-wide winch unit sales increased 46% in 2013 compared with 2012. WARN credited part of that growth to the introduction of its ZEON winch line for trucks, Jeeps and SUVs.
Although this particular survey focused on full-size vehicle owners, winches have also become essential equipment for side-by-sides. UTV owners use them for trail recovery, utility work, snowplow operation and moving obstacles.
WARN UTV Winches Today
WARN’s current powersports selection includes the R-Series, VRX and AXON families. Available capacities range from compact ATV applications to 6,000-pound models intended for large UTVs and other lightweight vehicles.
- R-Series: Standard-duty winches with capacities from 2,500 to 6,000 pounds
- VRX: Premium workhorse winches offered in 2,500-, 3,500- and 4,500-pound capacities
- AXON: Premium powersports winches featuring WARN’s integrated Motactor motor and contactor design
UTV owners should select a winch based on the vehicle’s loaded weight, the intended use and the capacity of the vehicle-specific mounting system. Rope type, electrical demand, weather sealing, control options and serviceability are also important considerations.
See the WARN powersports winch comparison for current models and specifications, or browse more UTV accessories and aftermarket product news on UTVGuide.net.
About WARN Industries
Founded in 1948 and headquartered in Clackamas, Oregon, WARN Industries designs winches, mounting systems, off-road accessories and related vehicle-recovery equipment. WARN says its VRX and AXON powersports winches are designed, engineered and assembled at the company’s Oregon facility.
Visit WARN Industries for current product information.
