Starting on page 71 BRP shows the project ghost has been in works for quite some time. It's certainly not a loss of market share, instead they are attempting to revitalize the boating industry with engines below the transom. It's kind of an inboard motor approach but with a lower unit.
http://ir.brp.com/static-files/4158acfd-80cd-482d-a657-29bd8420c6d8
http://ir.brp.com/static-files/4158acfd-80cd-482d-a657-29bd8420c6d8