After 40 Years, BRP's Chief Design Officer Says Empathy Beats Perfection Every Time - Yanko Design

"For those unfamiliar with BRP, this Quebec-based powerhouse is the global leader in powersports and the number one OEM in North America. They're the creative force behind iconic brands that define adventure, including Ski-Doo, Lynx, Sea-Doo, Can-Am, and Rotax. With nearly $7.8 billion in annual sales spanning over 130 countries, BRP's products traverse land, water, and snow. What makes Denys's perspective particularly fascinating is his 40-year journey with the same company, witnessing his designs evolve from sketches to prototypes to products that millions use to explore the world."

"When asked about embracing "good enough" as a design philosophy, Denys immediately pushes back. "Basically, I would say, Radhika, the word good enough is not a word that we use. It's I see it a little bit like the passing mark," he explains. Instead, BRP formalized a design philosophy built on three key pillars: innovative product architectures, high functionality (integrating ergonomics and human-machine interface), and the "wow factor," which creates enough emotional content that consumers are drawn to"

Denys Lapointe is Chief Design Officer at BRP and leads 135 multidisciplinary designers across 21 countries. BRP is a Quebec-based global leader in powersports and the top OEM in North America, producing brands like Ski-Doo, Sea-Doo, Can-Am, Lynx, and Rotax with nearly $7.8 billion in annual sales across 130+ countries. BRP has earned 61 Red Dot Awards and was named Red Dot Design Team of the Year 2025. Denys has a 40-year career at BRP and emphasizes balancing perfection and progress, rejecting "good enough" and centering design on innovative architectures, high functionality, ergonomics, and an emotional "wow" factor.

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