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polaris axes victory brand

Polaris Industries has 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 honoured 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.”

Several factors influenced today’s announcement, said the company. Victory had struggled to establish the market share needed to succeed and be profitable. The competitive pressures of a challenging motorcycle market had “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,” a statement said.

“This decision will improve the profitability of Polaris and our global motorcycle business, and will materially improve our competitive stance in the industry,” said Wine. “Our focus is on profitable growth, and in an environment of finite resources, this move allows us to optimise 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.”

More in the next issue of BDN.

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