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Polaris Industries to wind down Victory Motorcycles

By Press release

Minneapolis, Jan. 9— Polaris Industries Inc. today announced it will immediately begin winding down its Victory Motorcycles brand and related operations. Polaris will assist dealers in liquidating existing inventories while continuing to supply parts for a period of 10 years, along with providing service and warranty coverage to Victory dealers and owners. Today’s announcement does not affect any other Polaris business units.

“This was an incredibly difficult decision for me, my team and the Polaris Board of Directors,” said Polaris Industries Chairman and CEO Scott Wine. “Over the past 18 years, we have invested not only resources, but our hearts and souls, into forging the Victory Motorcycles brand, and we are exceptionally proud of what our team has accomplished. Since inception, our teams have designed and produced nearly 60 Victory models that have been honored with 25 of the industry’s top awards. The experience, knowledge, infrastructure and capability we’ve built in those 18 years gave us the confidence to acquire and develop the Indian Motorcycle brand, so I would like to express my gratitude to everyone associated with Victory Motorcycles and celebrate your many contributions.”

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Several factors influenced today’s announcement. Victory has struggled to establish the market share needed to succeed and be profitable. The competitive pressures of a challenging motorcycle market have increased the headwinds for the brand. Given the significant additional investments required for Victory to launch new global platforms that meet changing consumer preferences, and considering the strong performance and growth potential of Indian Motorcycle, the decision to more narrowly focus Polaris’ energy and investments became quite clear.

“This decision will improve the profitability of Polaris and our global motorcycle business, and will materially improve our competitive stance in the industry,” said Scott Wine. “Our focus is on profitable growth, and in an environment of finite resources, this move allows us to optimize and align our resources behind both our premium, high performing Indian Motorcycle brand and our innovative Slingshot brand, enhancing our focus on accelerating the success of those brands. Ultimately this decision will propel the industry-leading product innovation that is core to our strategy while fostering long-term growth and increased shareholder value.”

Polaris will reduce the appropriate operating cost based on this decision, while continuing to support the future growth of the ongoing motorcycle business. Polaris remains committed to maintaining its presence in the Spirit Lake, Iowa community with Indian Motorcycle production and in the Huntsville, Alabama community with its Slingshot production.

11 comments

  1. Well, now maybe Polaris can put a classic looking fairing on their classic looking Indians, instead of that ugly, modernistic thing they are currently using.

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  2. A sad day in American history.

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  3. Agreed . That fairing is downright ugly.

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  4. I bought # 68 of the original V92C and it was a tank. I’ve owned a 2005 Vegas and a 2011 Cross Country. All three Victory motorcycles were light years ahead of a comparable Harley Davidson model and better quality (fit & finish) than my current 2015 Indian Chieftain!

    Sad day that a better motorcycle takes a backseat to nostalgia. One can only hope they move some of the Victory engineering team over to the Indian team to produce a better Indian. Else, we will have to all start riding BMWs!

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  5. In my opinion, humble as it may be. While I applaud the rebirth of Indian, it was the Brand Identification of Victory, locked into one designer, that doomed the Victory motorcycle to the category of “less of the Three competing American Motorcycles”. Polaris refused to listen to the market for years now and with the decline of Harley Davidson market share due to its appealing to the higher income buyer, Victory could well have claimed Place#2 to Indian’s #1 due in large part to engine design/reliability. Will Indian too, fail to listen to its market desires like Harley?

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  6. I have a 2003 vegas and a 2010 cross county you couldn’t ride a better bike. 30,000.00 for new Indian don’t think so.

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  7. I have a 2000 that I javnt risen since 2011. The reason I stopped riding is due to health issues. Anybody interested?

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  8. Looks. Like your one two punch to Harley got you a kick in the nuts

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  9. This is very frustrating. I was really considering buying a Victory as some of my friends made the switch and let’s face it, they made a better more reliable bike than HD. Indians are ugly as sin. I feel like Victory was a model year or two away from really seeing a change in the market and Harley going down the drain. Guess I’ll stay with HD :/

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  10. Victory failed to woo Harley riders, due to poor management
    1. Terrible exhaust sound
    2. Terrible paint colors and graphics
    3. MSRP too high on many for what you got comparable to Harley ( The still #1 motorcycle in all depts )
    4. No parts or custom accessories
    5. Spotty dealer sponsorship and NO customer service, compared to Harley

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  11. I agree with you on everything except #1 and #4. There are lots of companies that make aftermarket accessories. Victory bikes sound sound great with the right mufflers.As far as performance goes, Harley is still catching up to Victory’s 8 years old technology.

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