Victory and IndianGroup E

IntroBranding• 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

Market Share

Placement

Placement

• 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

SWOTStrengths• 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

• 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

SWOTOpportunities • Focusing on new customer

demographics• New technologies and energy

sources• Entering new motorcycle

markets• Focus advertising in more

warmer climates

Problem

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

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

Moving Forward

• Invest more R&D into other motorcycle markets• Drop the victory brand, and have

it go under Polaris