Case 13: Polaris and Victory: Entering and Growing the Motorcycle Business C-173
more than 100 miles on a single charge. Scott Wine
stated that the acquisition positions Polaris well in terms
of capitalizing on growth in the electric vehicle market.
Wine also noted that Polaris will work with Brammo to
grow the core businesses of both companies.
Another strategic move in 2012 further cemented the
company’s commitment to motorcycles. In July of 2012,
Polaris announced a joint venture with Eicher Motors,
manufacturer of classic Royal Enfield motorcycles, to
market bikes in India. Polaris and Eicher each held fifty
percent of the new operation.
On its 60th anniversary in July of 2014, Polaris sur-
prised everyone with another announcement of a new
product, the Slingshot. The Slingshot, a three-wheel
two-seater roadster, was a head-turning vision of the
future of motorcycling. The vehicle featured a 173 horse-
power motor and had a five-speed manual transmission.
It came in two models- the basic Slingshot at $19,999 and
the premium model at $23,999. The Slingshot generated
a great deal of media attention drawing more attention
to the Polaris Motorcycle Division.
And it didn’t take long for the Bammo acquisi-
tion to pay dividends. In February of 2015, Polaris and
Victory announced the first bike from the partnership-
the Victory Charger. Polaris has trade-marked the name
of the bike but other details about it are not currently
known. However it does appear that having access to
Brammo’s expertise will allow Polaris to make the
Charger available quickly- perhaps even beating the
Harley Live Wire to market.The Future
As Steve Menneto walked into company headquarters,
he reflected on all the events surrounding the heavy-
weight motorcycle industry. His company’s motorcycle
division had successfully taken on Harley-Davidson, an
American icon. Menneto realized his motorcycles had
received critical acclaim in the industry. Victorys were
perceived as high quality and technologically advanced
bikes, especially compared to Harleys, and were offered
at a very competitive price. Since 2011 Victory prof-
its constituted over seven percent of Polaris company’s
bottom line.^44 Victory sales increased by twelve percent
from 2012 to 2013^45. Demand had improved across theExhibit 3 Victory Motorcycle Models
Motorcycle
categorySuggested
retail price Description
Cruisers
Vegas 8-Ball $12,499 basic cruiser
Gunner $12,999 throwback cruiser
High-Ball $13,349 custom cruiser
Hammer 8-Ball $14,499 high end cruiser
Baggers/Touring
Cross Country 8-Ball $17,999 basic touring
Magnum $21,999 performance touring
Cross Country $18,999 long distance touring
Ness Magnum $22,999 high end touring
Luxury Touring
Vision Tour $20,999 luxury touring bike
Cross Country $21,999 high storage touringSource: http://www.victorymotorcycles.com/en-us
Exhibit 4 Indian Motorcycle Models
Motorcycle
categorySuggested
retail price Description
Cruiser
Scout $10,999 entry-level cruiser
Chief Dark Horse $16,999 blacked-out crusier
Chief Classic $18,999 classic cruiser
Chief Vintage $20,999 custom cruiser
Baggers/Touring
Chieftain $22,999 high end touring
Touring
Roadmaster $26,999 luxury touring bikeSource: http://www.indianmotorcycle.com/en-us/motorcycles
Exhibit 5 Polaris ProductsSide × Side and All-Terrain Vehicles − Ace, Ranger,
Sportsman, RZR
Victory Motorcycles
Indian Motorcycles
Slingshot Motorcycles
Electric Motorcycles (announced)
Snowmobiles – Polaris, Indy, RMK, Rush, Switchback
GEM Electric Motorcars – GEM, AIXAM, MEGA
Parts, Apparel & Accessories
Polaris Defense – Dagor
GeneratorsSource: http://www.polaris.com/en-us/corporate/aboutpolaris/pages/historyheritage.aspx