Originally published June 24, 2009. TruthAboutRhino.com is no longer active, but its launch remains an important chapter in the history of the Yamaha Rhino and the emerging side-by-side industry.
Introduced for the 2004 model year, the Yamaha Rhino 660 helped establish the recreational side-by-side category. For the complete story of its influence on Glamis, the aftermarket and the modern UTV industry, read our history of the Yamaha Rhino.
CYPRESS, Calif. – June 24, 2009 – Yamaha Motor Corp., U.S.A. launched TruthAboutRhino.com as a central source for information about the company’s Rhino side-by-side vehicles. The website was created in response to growing criticism, accident-related lawsuits and advertisements that Yamaha said contained inaccurate or misleading claims about the Rhino.
The launch came during a pivotal period for the vehicle that helped establish the recreational side-by-side category. Introduced for the 2004 model year, the Yamaha Rhino 660 combined ATV-like trail capability with bucket seats, a steering wheel and a dumping cargo bed. Its popularity helped transform what had largely been a utility-vehicle market into the modern recreational UTV industry.
Why Yamaha Created TruthAboutRhino.com
TruthAboutRhino.com was designed to provide Rhino owners, dealers, journalists and the general public with Yamaha’s perspective on the vehicle. The website included a timeline of the Rhino’s development, product specifications, safety information, awards and background about Yamaha Motor Corporation.
It also addressed the March 31, 2009 agreement between Yamaha and the U.S. Consumer Product Safety Commission. That agreement established a free repair program covering approximately 120,000 Rhino 450, 660 and 700 models. Yamaha maintained that the action was a voluntary repair program rather than a product recall.
Under the program, owners were instructed to stop using affected vehicles until a Yamaha dealer completed the required modifications. Those changes included rear-wheel spacers, removal of the rear anti-sway bar and, when not already installed, half doors and additional passenger handholds. Read more about the original Yamaha Rhino repair program.
“With TruthAboutRhino.com, Yamaha has created a home for accurate information about our company and the Rhino product line, and we’re encouraging our customers and the industry to show their support,” said Steve Nessl, then marketing manager for Yamaha’s ATV and side-by-side group.
Rally Around the Rhino
In addition to publishing Yamaha’s response to the controversy, the website gave owners and off-road enthusiasts a way to “Rally Around the Rhino.” Visitors could submit comments, questions and messages of support, while Yamaha shared owner feedback, event coverage, photos and videos.
The campaign highlighted the enthusiasm of Rhino owners at a time when the vehicle had become the primary target of legal advertising and increased regulatory scrutiny. Yamaha said more than 99 percent of Rhino owners had never reported a claim or incident and argued that this part of the vehicle’s record was frequently overlooked.
The controversy extended beyond Yamaha. At the time, there were growing concerns that regulations resulting from Rhino accidents and lawsuits could affect the entire recreational UTV category. UTVGuide.net examined those concerns in the 2009 commentary, “Is the Yamaha Rhino Destined to Go the Way of the Honda ATC?”
Yamaha Rhino Safety Recommendations
TruthAboutRhino.com also emphasized Yamaha’s operating and occupant-safety guidelines. The company advised Rhino owners to follow these recommendations:
- Drivers must be at least 16 years old and possess a valid motor vehicle license.
- Passengers must be tall enough to place both feet flat on the floorboard while sitting with their back against the seat and reaching the passenger handholds.
- Drivers and passengers should always wear seat belts, helmets, eye protection, gloves, over-the-ankle boots, long sleeves and long pants.
- All occupants should keep their arms and legs completely inside the vehicle.
- The Rhino should only be operated off-road, not on public roads or paved surfaces.
- Drivers should avoid aggressive, reckless or otherwise irresponsible operation.
These guidelines were an important part of Yamaha’s response to Rhino accidents. The company repeatedly emphasized that occupant restraints, protective equipment and responsible operation were essential regardless of the vehicle’s built-in safety features.
An Important Chapter in Yamaha Rhino History
TruthAboutRhino.com was more than a promotional website. It represented Yamaha’s effort to defend the Rhino, communicate directly with owners and protect the side-by-side category during one of its earliest regulatory and legal challenges.
The controversy did not end with the launch of the website. Yamaha continued to face product-liability cases, including a significant August 2009 trial in which a Texas jury found no design or manufacturing defect in the Rhino. UTVGuide.net covered the outcome in Yamaha’s first Rhino lawsuit victory.
Although TruthAboutRhino.com is no longer online, the vehicle it defended remains one of the most influential machines in UTV history. The original Rhino 660 established the formula, while the later Yamaha Rhino 700 EFI added fuel injection and other upgrades while retaining the compact, versatile platform that made the Rhino so successful.
