That is an interesting question. My blog is heavy with references to motorcycles:

http://consultski.blogspot.com/search?q=motorcycle

Times change. Today, Victory’s are more expensive than Harley’s, which is hard to believe. I happen to own a V-Rod, with is the first water cooled Harley. My brother just bought a Victory Hammer. I have owned 14 motorcycles, including a 1999 Excelsior-Henderson Super X. The “custom” scene, made popular by the “Pauley Boys” as I call them (American Chopper show on cable TV), was a huge boost for the industry. But that fad is slipping away, and most of the small OEMs have went out of business.

Victory has done a lot marketing and most of it has been very positive. One item: the test ride. I would suggest that 90% of the Harley dealers do not allow test rides (at least in the USA). When the Vegas was released (in the spring of 2003 as I recall), they gave away free T-Shirts for taking a test ride! Every spring for five years, my brothers and I have taken the test rides, complete with new models (or variations) to get our attention.

Polaris (parent of Victory) has deep pockets. What a huge advantage. My good friend and founder of Excelsior-Henderson (EH), Dan Hanlon got caught in the “dot com” meltdown. Victory had a 1998 introduction for the Victory line as I recall. EH rolled out the Super X in 1999. And had started shipping 2000 models when the kitty went dry. Game over.

But don’t forget Indian. After several years of promises and over $30 million invested, we might see yet another rebirth of America’s oldest motorcycle brand this fall, with the 2009 models. They took deposits last year on 2008 models, but produced no bikes. They took deposits again this year for 2009 bikes, and it seems likely that they will actually make a few. Too early to tell how many.

It is an amazing industry, and one that deserves further study.

Hope this helps.

-ski

P.S. I also own a Kawasaki Vulcan (Harley wanna be) as does my brother. They cost about half the price of the American made bikes and have just as good (some would say better) reliability.

Welcome to The Fresh Peel!

First, let me say that I’m obviously not an expert on the motorcyle industry. I married into a family that has a love for all kinds of bikes, everything from cruisers to crotch rockets.

For fun the guys like to go around to all the different shops to check out the newest models. We were in a Victory shop a few months back and I overheard the store owner explaining Victory’s marketing strategy. That really got me interested in the battle between these two American brands.

In order to verify all of what the store owner was saying, I made contact with one of the guys on their advertising account. He gave me all kinds of information on how the company plans to position the bike and attract a new generation of riders.

It will be interesting to see how this plays out. I really feel that the strong brand that Harley has built, gives them a lot of permission to evolve. Victory has an uphill battle.

Thanks for filling us in on the Vegas. I find a lot of their other bikes boring and unnattractive as well.

As someone from inside the industry, do you have any insights or opinions? What would you advise Harley? And what about Victory?

An interesting post. As someone inside the industry, let me say this is a very thought-provoking post. May I inquire what gave rise to this reflection?

-ski

P.S. Just a minor clarification, the Ness team (father and son) got involved circa 2002, and was responsible first for the Vegas… which many of us believe actually saved the Victory division. Before their influence, the bikes were just plain ugly.

Coke is famous for being the “Real Thing.” Because it doesn’t age, it can span multiple generations.

Now, motorcycles have to change -at least to some degree -over time. Harley will more than likely need to change and adapt to stay relevant for upcoming generations. But since they stand for “freedom” and “bad to the bone” (its late, so don’t make fun), I think they have a good shot.

Bill Gammell

Great thinking post. Harley definitely has a “deathgrip” on a defined “motorcycle culture.” Heck, I don’t even own a motorcycle and every time I hear one in the next lane, I look for the brand on the tank…

Yep… Harley.

I also wonder how “American Chopper” and other bike shows have affected the Harley brand. Does generation Y expect more custom options over a basic Road King or a Soft Tail (like I could tell the difference)? I like Victory’s expanded options on top of the numerous body types they’re marketing. And from what I can see, they’re still developing options.

So, Harley answers with a “custom” bike of their own, but is that in the best interest of the Harley brand? Does it look like they’re scared of the competition?

Great thinking post!

Keep Cooking!
Andrew

It will be interesting to see what happens in the next decade.

Harley definitely has the upper hand in this battle. I’m right at the age of these new riders, and even though I don’t see myself as the traditional HOG, I can’t help but feel a sense of pride for the legacy they have created. And with Harley’s launch of the Dark Custom line, I can see the company evolving and taking these new riders under their wing.

Thanks for weighing in.

But I think there is great value in the Harley brand legacy … many people like to feel part of a tradition — and this is probably where Harley is now placed. However, new products, especially new motorcycle products, can rapidly transform the market opportunity. It looks like an interesting battle lies ahead.