How to compete against apple pie, motherhood, and Harley-Davidson

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Polaris, a global leader in "power sports", already had significant market share for its side-by-side off-road products, its all-terrain vehicles, and its snowmobiles.

But its Victory line of motorcycles was in a rut. The reason, according to Pam Kermisch, Polaris' Senior Director/Integrated Marketing and Customer Experience, was not product quality: "Consumers would tell us, 'Wow, your products have the best handling, the most balance, the best power. This is like nothing we've ever seen."

And it wasn't lack of ambition: "This company is known for engineering products. We believed, 'We can create a better motorcycle.'"

The problem, Kermisch told delegates...

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