News that Polaris Industries is shutting down the manufacture of its Victory motorcycles is roiling the small but loyal group of Victory owners across the U.S. Yet, in a way, it comes as no surprise. It’s hard to find a Victory dealer when you’re out on the road. Polaris never really made owning a Victory a cult thing.
I have spent many hours in motorcycle dealerships, selling and signing my books. What impressed me most was the way Harley-Davidson not only enforces its brand, but encourages it. Walk into a Victory dealer, and you may encounter a jacket or two, some motor oil and some T-shirts. The motorcycles may share space with ATVs, snowmobiles or other motorcycle brands. Walk into a Harley dealer, and it’s all Harley. H-D clothing, motor oil, bar stools, drinkware — that Harley-Davidson shield is on everything! If there is a competing bike brand on the showroom floor, it’s probably been traded in for a Harley.
Two summers ago, we attended the national rally of the Victory Motorcycle Club in Murfreesboro, Tennessee. Our Victory, a 2002 Deluxe Touring Cruiser, was easily the oldest of the thousands of bikes parked at the hotel. There was a distinct “underdog” camaraderie among the riders. We all knew Victory motorcycles were good. But, like car-rental firm Avis used to say in its advertising, there was also a feeling of “We Try Harder.” We all wondered what Polaris’ acquisition of the Indian brand would mean.
And now we know. Indian will once again go head-to-head with Polaris, and Victory will be no more. Indian will still have long way to go to take market share from H-D. Even if the Victory dealerships are replaced with Indian dealerships, they will still be too few and far between. Which is why we traded our Victory last summer for a Harley Road King. Harley dealers are much easier to find when you’re a long way from home.