Under new ownership and with a new CEO, former Harley-Davidson man Mike Greenwood, Indian Motorcycle is riding a fresh wave of confidence and target-setting.
A strategic realignment will see manufacturing return to the US, and a slimmed-down range will concentrate on a core market of traditional American bikes. Greenwood has confidently said: “We don’t think there’s a reason why we cannot be the number one market share leader in cruisers, baggers and touring.” So is there any prospect of Indian overtaking Harley-Davidson as the No1 American biking brand in the UK?
Indian started recruiting UK dealers in 2013, and gradually grew sales to a peak of 704 in 2021, at which point its US-brand market share topped 22%. Since then it, and Harley, have witnessed a decline in the market for big cruisers and customs, with Harley taking the bigger hit in terms of numbers. By 2024, the last year for which we have full figures, Indian’s market share had flatlined to around 20%.
Greenwood certainly has a difficult challenge on his hands if he is to achieve his aim of Indian Motorcycle usurping Harley as the top US brand, even in the relatively small UK market.