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Victory: the New American Motorcycle Celebrates Its First Decade on the Road

In: Business and Management

Submitted By clytze
Words 12306
Pages 50
Michelle L. Stotts, Charles B. Shrader and Samuel M. DeMarie

Victory: The New American Motorcycle Celebrates Its First Decade on the Road
Now that we are in our 10th year and have a fairly complete line of premium cruiser and touring motorcycles, it is clear what we stand for, and who we appeal to most. Victory stands for class-leading quality, innovation and style. Victory is American and new- always looking forward. We are all about the future of American motorcycles. - Mark Blackwell, Victory Vice President1 Mark Blackwell, vice president in charge of Victory Motorcycle at Polaris Industries, glanced up at company headquarters in Medina, Minnesota as he pulled his gleaming cruiser into the parking lot. An accomplished rider himself, winning the national 500cc motocross championship and being inducted into the American Motorcycle Association’s Hall of Fame, he knew his company’s bikes had come pretty far since they were first introduced to the riding public in 1998. With the development of the new Vision, a luxury touring bike, and the steady release of aggressively-styled cruisers, the company had continually innovated throughout its first decade in business. Yet Blackwell pondered the recurring questions facing Victory Motorcycles and Polaris. He wondered if the initial decision to diversify into heavyweight motorcycles was the right road to take. He realized Polaris took a big risk by moving into motorcycles and going up against the recognized powerhouses in the industry. He questioned if Victory could continue successfully competing against the Japanese giants, new energetic and innovative motorcycle companies, and their closest rival Harley-Davidson. Victory began making motorcycles in 1998. From 1998 to 2006 Polaris had invested over $100 million in motorcycle development and by 2006 the division was profitable for the first time. Victory sales were $113...

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