Polaris -The Fearless First Years of the 50s Bootstrapping it!
America was changing. Business was booming. Polaris was created.
Polaris the Fearless First Years of the 50s to 60s
Polaris needed to be fearless the first years of the 50s. Edgar and David were bootstrapping their ideas and the business. Money was tight and success was not promised. The families were living pay check to pay check. It was tough times. Edgar, David, and Allan were fearless those first years of the 50. They were risking it all.
Polaris opened its doors during the The Golden Age of Capitalism. It was a period in American history of unprecedented economic growth, which benefited private enterprises and workers. Results of better wages and demand for more products enabled people to enjoy more leisure time. Economic prosperity led to a growing middle class that demanded more products. This included influencing Polaris Industries’ economy as well.
As you may recall from the previous articles:
- The Hetteen Hoist and Derrick Company was established by Edgar Hetteen in 1944. Edgar had a patent on a hoist and derrick system used to assist in lifting the heavy wooden utility poles in place for electrical lines.
- David Johnson was Edgar’s first partner in 1944, with Edgar’s younger brother Allan Hetteen buying into the company in 1950.
- In the 50s, the Hetteen brothers and David Johnson were bootstrapping it. The company was changing as quickly as the northwest Minnesota weather. Money was tight but this did not stop development. This is why we titled this article Polaris – The Fearless First Years of the 50s.
- In 1954, the three partners reincorporated the business as Polaris Industries, Inc. The North Star’s name Polaris is derived from the North Star’s name and is intended to reflect the location of the first company headquarters in northern Minnesota.
- David Johnson created the first “Sno-Cat” in January 1956.
- Allan Hetteen built Sled #2 by the middle of February 1956.
- In December 1956, Edgar Hetteen was in Alaska to establish the first dealership to sell the machines.
- On September 26, 1957, the first carload of Polaris Sno-Travelers departed for Alaska by rail.
The End of the "Golden Decade" proved to be the End of a Polaris Partnership As Well!
Polaris experienced its share of bumps in the road. It was with out a doubt that the co-founders of Polaris had to be fearless the first years of the 50s. Through the trying times, one thing that was shared was the co-founders commitment and strong work ethic. Together they bootstrapped the company to success.
Edgar did not originally support the idea of building a machine to travel across the snow. Money was tight and supplies could not be spared. David begin tooling the first sled out of scrap. On a cold winter day in January 1956, can you imagine the look on David’s face as the machine for its first ride across the snowy northern terrain of Roseau County. The driver was Olen Johnson. David had recently broke his toe so Olen jumped on the machine.
They were on to something! In February Allan completed sled number 2. Both sleds sold right away. There was indeed interest in this new type of machine. Soon sled 3, 4, 5, and 6 units were built. The early Polaris snowmobiles were named Pol-Cats, then Sno-Cats. Later the name Sno-Traveler became the standard.
Meanwhile, business was advancing with a dealer network and the increase in production of the Polaris Sno-Traveler.
Edgar, David, and Allan felt that the Sno-Traveler would be a successful product. The three partners believed in the importance of promoting the product in a manner that would attract people’s attention. The fledgling company did various things to promote their snowmobile manufacturing business. It was all about putting the machine in the spotlight. The sno-cat was innovative, filled a workplace need and looked fun. People were curious.
The first years of marketing proved there was demand for the product. They put the machines in the public eye an chance they could get. However, it’s the Bethel, Alaska, to Fairbanks, Alaska, trek that’s the most amazing. With Edgar Hetteen as the lead driver, and Erling Falk, Rudy and Bessie Billberg, along with three Polaris Sno-Travelers, they would embark on a 1200-mile trek across Alaska. Bessie spent most of the trek through unpopulated, unbroken wilderness standing on the back of a toboggan!
They successfully completed the task! This journey launched the snowmobile as a real means of transportation. Though back in Roseau, Minnesota, several members of the Polaris Board of Directors had a strong objection to this project.
1960! The Resignation of a Polaris President!
Edgar Hetteen resigned his presidency from Polaris Industries due to the difference in his perspective on where to take the future of the company. On June 2, 1960, he left the company he had founded 16 years earlier.
Edgar, his wife Ruby, their son Ronn, and two daughters, Nancy, and Ruby relocated to Alaska. Edgar had planned to begin a new career as an independent sales representative. Less than a year after moving to Alaska, Edgar returned to northern Minnesota, settling in Thief River Falls, starting a new business called Polar Manufacturing. He later renamed the company Arctic Enterprises. Within a year of startup, Edgar’s company was manufacturing a snowmobile called Polar Cat.
The Start of a New Decade and New Leadership 1960. Polaris Expands!
At the age of thirty-one, Allan Hetteen became President of Polaris Industries. David Johnson assumed the position of vice president in charge of production. No one at Polaris, except David Johnson (who stated he had no desire to run the company) knew more or cared more about the company than Allan.
Following the guidance of Allan Hetteen and David Johnson Polaris Industries, the snowmobile line was expanded, introducing a new generation of snow machines.
 Soon the machine’s ruggedness and reliability convinced skeptics that the snowmobile was a viable consumer product. By 1962, Sno-Traveler sales were approaching $800,000 per year and accounting for 85 percent of the company’s annual profits. Polaris was on its way to becoming the industry leader in powersports. It was Polaris-the first years 1950 – 1960 that built the foundation for the company to grew. To this day, one could say the company is still bootstrapping it! Its now 10,000 employees strong.
Polaris did not invent the snow machine, but the company was the first to successfully market snowmobiles. With David in production roles such as Vice President of Manufacturing, Polaris became the snowmobile industry’s long-time market share leader, the dominant brand in snowmobile racing, and the brand known for delivering the best ride and handling.
As you can see Polaris was Fearless the First Years from 1950 -1960. It was all about ideas and bootstrapping them to succeed. It wasn't always about the machine. It was time to focus on the riding experience.
In 1961: Bare Metal Seat or Cushioned Seat? Which Polaris would YOU Choose?
The Polaris Sno-Traveler seats were bare metal, which made for some “hard riding”! In 1961 Allan approached his wife Gertie to create a prototype cushion for one of the Polaris Sno-Traveler snowmobiles. The purpose was to test how it was for a more comfortable ride. Gertie made a prototype. Testing proved the seat made for a much more comfortable ride!
Written and Researched by Carmen Przekwas
Memories shared by Mike Hetteen
Digital Creator Sinnamon Krings Roseau Promotions Director: All Rights Reserved Carmen Przekwas
Photos Hetteen and Przekwas Collections, Roseau County Historical Society; Roseau Times Region Archives; Edgar and Hannah Hetteen Collection;Â Hetteen/Carter Archives; Mike Hetteen Polaris Sno-Traveler Research; Donavon Hetteen Photo Collection