No more Victory says Polaris
Victory Motorcycles have always been close to my heart; I’ve been on a few and loved the smooth quality ride it offered. Victory certainly made some good waves into the market, rapidly improving and developing a popular motorcycle among loyal followers and owners. It is truly sad to see the brand phased out, but glad to see the manufacturer honouring Victory owners with a 10 year back-up plan. I’m sure the folks at Polaris know what they are doing, trusting them to keep their weight behind Indian Motorcycles for the sake of the attached heritage.
Question is: Will Victory suffer a quick death, or will someone big and powerful save the brand and take it to new heights? Or will it simply suffer the same fate as Buell and die twice? Who knows…
Polaris Industries, Inc. today (9 January 2017) 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. 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.”