Long known for its all terrain vehicles and snowmobiles it’s only 13 years ago that Polaris started building motorcycles, cruisers then touring motorcycles. Still a relatively small player in the overall motorcycle market, Polaris is the second largest manufacturer of heavy weight motorcycles – a 4-billion segment – behind Harley-Davidson. Polaris on-road market is now profitable, rapidly expanding with new models and the addition of the Indian Motorcycle brand now requires the construction of a facility in Spirit Lake, Iowa to open new assembly lines.
The company plans include producing 2013 model-year Indian Motorcycles. A team of engineers and marketing executives has already been created to restore Indian. The marketing strategy seems to be to continue positioning the Victory lineup as performance motorcycle models and the new Indian motorcycles as models for those interested in buying a lifestyle and culture, in direct competition with Harley-Davidson. Polaris CEO Scott Wine clearly states that the new Indian will not be a Victory bike wearing an Indian badge, but a completely new Indian motorcycle. Victory Motorcycles.