History is full of stories about products originally introduced for a limited audience that unexpectedly caught fire with
larger markets. A prime example is when Apple I was built in the 1970s. It was intended as a gaming platform for computer
nerds. Only later did the inventors—Steve Jobs and Steve Wozniak—realize the impact their invention had on millions of consumers.
The story is repeated when Yamaha introduced the Rhino, a side-by-side whose instant popularity seems to have surpassed even
the wildest expectations of its creators. Until the Rhino came along, UTVs emphasized utility and were intended primarily
for work rather than play. Yamaha drew on its many years of off-road motorcycle and ATV expertise, infusing the new Rhino
with healthy doses of sport and recreation capability and serious off-road prowess. The combination was magic and a new class
of fun-to-drive, sporty compact utility vehicles was born.
BORN IN THE USA
Testing the 2008 Yamaha Rhino 700 FI
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The Rhino was an immediate hit and a hot commodity at Yamaha dealers, which shouldn't come as a surprise since it is the brainchild
of the creative team at the Yamaha Motor Manufacturing facility in Newman, Georgia. "Every Rhino built comes out of our Georgia
manufacturing plant," says Van Holmes, public relations manager for Yamaha ATV and side-by-sides. "The Rhino was conceived,
created, tested and is still built in Newnan. Our facilities in Georgia are absolutely critical to the Rhino's success and
development, because it's based on how we use the vehicles here in the United States. It's not only an asset for the North
American market, but for Yamaha worldwide."
The original Rhino shared primary mechanical components with the muscular Grizzly 660 4x4 ATV, which is also manufactured
at the plant in Newman. Powered by the Grizzly's liquid-cooled 660cc SOHC five-valve four-stroke engine featuring a V-belt
"Ultramatic" transmission with high range, low range, and reverse, the 660 Rhino offered plenty of punch for off-road fun
and adventures. Ultramatic maintains a constant belt tension, which delivers quick throttle response, reduces wear, and allows
downhill compression braking. The fully-independent front and rear suspension with upper and lower A-arms is Grizzly inspired
as well. Yamaha followed the highly successful Rhino 660 with a lower price-point and more fuel efficient 450 model in 2007
and a more powerful fuel-injected 700 FI in 2008.
TOUGH IN THE ROUGH
For 2008, the Rhino's engine displacement was increased to 686cc, and the liquid-cooled four-stroke motor now features fuel
injection for improved throttle response and cold starting.
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In the rough, the Rhino is a serious off-road machine. Controlled by a dash-mounted lever and button, the On-Command 4WD system
allows the driver to switch from 2WD to limited-slip 4WD, or a fully locked differential 4WD configuration. With impressive
traction in terrain ranging from deep sand to mud and slop or boulder-strewn rock-crawling conditions, the Yamaha is nearly
unstoppable when driven properly.
Not surprisingly, the Rhino sparked considerable creativity in the off-road aftermarket industry. Today, with gas prices at
a record high, the Rhino and the competitive sport UTVs that followed are more popular than ever and represent the opportunity
for growth in the off-road industry. Clearly, with gas at $4.00 a gallon, a sport UTV that pushes 40 mpg is an inexpensive
alternative for getting your off-road kicks.
"Everyone is concerned about the rising gas prices, but our Rhino customers are either hard-core enthusiasts who are passionate
about getting out and riding, or use the vehicles for a utility function – for work," Holmes states. "I think you could certainly
expect to see more folks in trucks looking at vehicles like the Rhino as a more economical option for either of these scenarios."
Posted 2009-03-26 12:25:35.0
