Can-Am Goes to Paris to Dominate Europe's Electric Motorcycle and Three-Wheeler Market

Will we see anything like this from the brand's biggest competitor?

Photo by: Can-Am

By: Robbie Bacon

Jun 24, 2025 at 8:39am ET

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To be blunt, the powersports industry has been having a rough couple of years. Even the biggest names, like Polaris, haven't been spared from the current economy and tariff uncertainties. And as much as I love throwing a leg over Can-Am products, I assumed the brand was facing similar problems as its biggest competitors, but its latest expansion would suggest things aren't so bad for BRP Inc.'s poster boy.

BRP, which is also the parent company of Sea-Doo and Ski-Doo, has just opened its first flagship store in Europe in partnership with a new dealer, Canadian Motors. The store is located on Boulevard du Montparnasse, Paris.

Of course, Paris isn't the first place you'd think of for buying snowmobiles or personal watercraft (PWC), but this store will solely showcase offerings from Can-Am. Specifically, this location will focus on promoting the two and three-wheeled offerings from the brand, like the Pulse and Origin electric motorcycles, along with the latest addition to the Canadian company's three-wheeled lineup, the Canyon.

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“The opening of our flagship store marks a milestone for BRP in Europe and positions us to continue growing as a global leader in powersports,” said Steve Pelletier, VP/GM International at BRP, Inc. “With its prominent location in the heart of the French Capital and strong focus on our all-new electric motorcycles, this new store enables us to expand our market presence by connecting even more with our community and confirms our long-term investment in Europe.”

As Can-Am expands its presence in Europe, you have to wonder if Polaris will follow suit and not be so reliant on the US market for revenue. Although the company, based in Medina, Minnesota, doesn't have anything to compete with Can-Am's electric motorcycles and three-wheelers directly, it has the Slingshot, but whether that could gain traction in Europe remains to be seen.