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Thursday, November 6, 2008

Gray Area: New Product Categories

The Yamaha Rhino, a hit in the off-road-vehicle market, promises to go "almost anywhere" with an "amazingly high level of comfort and ease." Now, federal safety regulators are investigating the vehicle following reports of some 30 deaths involving it, including those of two young girls last month.The Rhino also has drawn keen interest from the plaintiffs' bar: Yamaha faces more than 200 lawsuits in state and federal courts, many alleging the Rhino's design is unsafe. Yamaha has settled some but recently beefed up its defense and says it may start to fight rather than settle.Yamaha stands behind the design of the Rhino....

What the story casts as a tough regulatory problem -- the lack of regulatory standards for

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