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Is Indian Motorcycle Taking A Sizable Bite Out Of Harley-Davidson's Pie

By April 9, 2014General Posts

From The Milwaukee Journal Sentinel

Indian Motorcycles could be taking a little bigger bite out of Harley-Davidson’s market share than you might think, an industry analyst says in a new report.

If Indian’s sales remain on track, the brand could soon capture 5% of the super-heavyweight motorcycle division where Harley dominates with a 75% market share, according to Robin Farley with UBS Investment Research.

Harley’s super-heavyweight market share is much higher than the 50% range it has of the broader heavyweight category. But the super-heavyweight category, with engines of 1400 cc or higher – is Harley’s sweet spot and the area where it competes with Indian.

Going forward, the growth of Indian will likely be a factor in Harley losing market share in the super-heavyweight category, Farley says in her research note to clients.

“It is interesting to look at what impact Indian may have on Harley’s share going forward, as Indian does ramp up,” Farley noted.

Indian is a division of Polaris Industries, a manufacturer of Victory motorcycles, snowmobiles, and all-terrain vehicles. Polaris redesigned Indians from a clean sheet of paper after numerous attempts by others to revive the historic brand failed.

Late last summer, Indian dealerships received their first 2014 Chief bikes that are aimed squarely at competing with Harley-Davidson’s line of touring motorcycles.