1. Victory and Indian
Group E

2. Intro
Branding
• Focused on the cruiser market
• Electric motorcycle (EmpulseTT)
• Technologically advanced for the
price range
• Preferred Registered Owners
• Exclusive merchandise
• Competitive insurance rates
• Special group rides

3. Market Share

4. Placement

5. Placement

6. • Entering a pre-established
market
• Relied too much on Polaris
dealerships
• Focusing too much on baby
boomers
• Did not start to profit from
Victory until 2006
Weaknesses
SWOT
Strengths
• Victory is an American made
• Diversification of products
• Heavily invested into R&D
• Well established distribution
points
• The Indian acquisition
• Joint venture with Eicher Motors

7. • New emerging Chinese
motorcycle brands
• New innovative products from
Harley Davidson, Japanese,
Italian, and German brands
• Another economic recession
could hurt the sale of luxury
items
Threats
SWOT
Opportunities
• Focusing on new customer
demographics
• New technologies and energy
sources
• Entering new motorcycle
markets
• Focus advertising in more
warmer climates

8. Problem
• Improving market share for the
Heavy weight and entry level
segments while creating brand
power and recognition.

9. Options
• Polaris could sell the victory and
Indian brands
• Victory could just go under the
Indian brand name
• Invest more R&D into other
motorcycle markets
• Drop the victory brand, and have
it go under Polaris

10. Moving Forward
• Invest more R&D into other
motorcycle markets
• Drop the victory brand, and have
it go under Polaris