The legendary Indian Motorcycle company has had its ups and downs. Arguably one of the oldest motorcycle manufacturers still in existence, they have always had to fight another old and established American manufacturer, Harley-Davidson.
Both companies have been taken over several times, but Indian has had more knock downs. But every time they have risen, they have come back stronger. Last week in Sturgis they launched their new motorcycles. With big capital behind them in the shape of Polaris industry, they seem to be on the right track.
But will it last? Polaris make notably ATVs, but they already have one premium motorcycle brand, the Victory. Can Polaris keep pumping in money for two motorcycles brands? Currently Wall Street does think so, since Polaris’s share price keeps rising.
The Sturgis launch was a gutsy but very smart move. You reach a very large audience who ride the right kind of motorcycle; cruisers made-in-the-USA. It is a predominantly Harley-Davidson market, and Indian’s TV introduction teaser was targeted directly at the typical Harley rider.
Have a look (and a giggle) at the video:
The new Indian Motorcycle line-up looks the business, and should appeal to many bikers, and not only in the USA. If Harley-Davidson has been expanding royally abroad, it could benefit Indian as well. But at prices that allows many people to buy a good sized car (between $19,000 and $23,000), you need to be wealthy or fanatical to afford one.
So will all this help the old but classic brand? Money helps, that is for sure. But will a large population that is forcefully loyal to the Milwaukee brand switch? Time will tell.
Let us hope they do. There is always place for more manufacturers and iconic brands.