BRP has started a new Powersports Group within the company. It named automotive executive Bertrand Thiébaut as president.

The new division will incorporate the Ski-Doo, Lynx, Sea-Doo, Can-Am and Rotax product lines into a single operating division. It will include design, vehicle and engine engineering, manufacturing, procurement, global sales, dealer and customer service for some of BRP’s primary brands.

The Spyder and Evinrude lines will continue to be operated independently.

“With the creation of the Powersports Group, we are able to maximize efficiencies and deepen our synergies in these operations,” said José Boisjoli, BRP president and CEO, in the statement. “Bertrand’s arrival will also allow us to consider new business segments that are consistent with the passion and ingenuity for which we are recognized.”

Thiébaut has worked with Ford, Jaguar, Land Rover, Toyota, Lexus, Aston Martin and Volvo. He has developed expertise in global sales and marketing, strategy, regional market development, customer service and dealer operations, along with an in-depth distribution background. Thiébaut will report to Boisjoli and sit on the Management Committee.