Yamaha’s Rhino 660 was introduced as a new kind of side-by-side utility vehicle and marked Yamaha’s entry into the SSV segment. It arrived for the 2004 model year in North America after being unveiled in 2003, and it quickly stood out because it was neither a conventional ATV nor a small utility truck, but a purpose-built two-seat off-road machine with a roll-cage, cargo bed, and a strong recreational-work balance. The Rhino helped define the modern sport-utility side-by-side formula and became one of Yamaha’s most recognizable off-road nameplates of the 2000s.
The 660-nameplate ran as a single continuous production period. For 2007, Yamaha updated the concept with a fuel-injected 700cc successor and moved the Rhino line forward as the Rhino 700, which effectively closed the 660 chapter. As a result, the 660 version is generally associated with the original early Rhino years, especially the 2004 through 2007 model-year span.
Enthusiast interest in the Rhino 660 remains strong because it represents the model that popularized Yamaha’s side-by-side approach for a broad audience. It became known for its compact footprint, trail-friendly packaging, and practical utility, and it helped establish the Rhino as a landmark product in the evolution of recreational off-road vehicles.