Despite closing Victory in 2017, Polaris had an impressive year full of growth
We’ve all heard the rumblings – the motorcycle industry isn’t growing like it used to. Well, that wasn’t the story for Polaris, the parent company for Indian and Slingshot, in 2017. Even though they ditched Victory early in the year – it didn’t phase their other two brands, both of which saw growth, and fully embraced a persona that was a perfect mix of badass and inclusive.
Indian, in particular, had a stellar year and built momentum with the roll-out of their popular Scout and Chieftain models. Indian’s entire lineup offers riders a diverse range of bikes at competitive prices — which we think gives them a huge leg up. Their rollout ad for the Bobber gives a well deserved nod to the Chieftain and ends with the tagline “Strip It Down” -beautifully mixing their classic rides with their more slimmed down options, while showing the spectrum of riders in the Indian family. It’s ads like this that allow them to reach a younger generation of riders – while still keeping their loyalists happy. Indian is keeping the competition on their toes – and our guess is as long as they continue to make cutting-edge, high-performing bikes, they’re a force to be reckoned within the industry.
But Indian wasn’t the only Polaris brand that had an impressive year – Slingshot has continued to gain popularity and brings a new and unique feel to the industry. Slingshot is consistently exciting their riders by adding to their lineup and recently announced a new premium limited-edition model that’s sure to turn some heads. Their marketing campaigns also give you that “hell yeah” feeling – making you immediately want to go for a ride or just do something generally awesome. Everyone likes a good dare – particularly when it comes to buying bikes.
If these brands keep it up in 2018 — which we fully expect they will — we could see some major shake-ups in the moto space in terms of loyalty.