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Why Nationwide® is championing ATV/UTV rider safety

The following information is provided by Nationwide®, the #1 farm and ranch insurer in the U.S.*

In the last three years, the powersports market — including ATVs and UTVs — has seen dramatic growth and it’s only expected to increase. Specialty Equipment Market Association (SEMA) data projects this $37 billion U.S. industry will almost double to $69 billion in the next decade — and that’s not just for off-road hobbyists.

Many ATVs and UTVs are workhorses on U.S. farms and ranches, and their utility is growing. In some cases, these vehicles are more economical and fuel efficient and offer better performance than larger pickups or trucks. The bottom line is this: ATVs and UTVs are invaluable in assisting farmers and ranchers with a multitude of tasks. 

But operating ATVs and UTVs safely requires a different skillset and greater attention to driver, operator and even passenger safety than cars and trucks designed for roadway travel. Off-highway vehicles (OHV) — often lacking the safety equipment of larger vehicles — cause more than 700 deaths and 100,000 emergency department-treated injuries each year according to the U.S. Consumer Product Safety Commission.

“As a protection company, we at Nationwide see these alarming trends as a call for heightened attention to safe, responsible vehicle operation,” said Dirk Pollitt, Vice President of Farm Sales & Underwriting at Nationwide. “As these increasingly powerful machines become more popular for both work and recreation, it’s the right time to raise ATV/UTV safety awareness for farmers, ranchers and their families — especially their youngest members. Young operators and riders make up a large percentage of those seriously injured on ATVs and UTVs each year in rural America.”

That’s the motivation behind Let’s Champion Rider SafetySM, the new Nationwide ATV/UTV safety program. We’re teaming up with Dale Earnhardt Jr., the ATV Safety Institute (ASI) and Recreational Off-Highway Vehicle Association (ROHVA) to share critical safety information for every ATV/UTV operator and promote safety training programs that can help prevent dangerous accidents.

“Our collective goal is simple,” said Pollitt. “It’s to make sure every operator knows what it takes to ride safely in the right places so we don’t have to read another headline about a lost life or serious injury from an ATV or UTV.”

At, you can see all the latest news, information and resources, including:

And we encourage you to check out our Let’s Champion Rider Safety playlist on YouTube, which features a collection of Dale Jr. and youth safety videos.  


*A.M. Best Market Share Report 2022.

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