Indian Motorcycle: Inking our mark on motorcycle culture

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

Campaign details

Brand: Indian MotorcycleAgency: Team OneCountry: USA

Marketing Context

Indian Motorcycle was America's first motorcycle company, with a history of legendary feats and firsts. But the brand fell on hard times post-WWII, ultimately going bankrupt. When Indian was relaunched in 2013, it faced an uphill battle: Harley Davidson dominated the American motorcycle market, with 72.3% share. Worse, the US motorcycle market overall was declining, as Boomers aged out and motorcycles struggled to connect with a younger audience. We were awarded the business in late 2014, Indian was at a dismal 2.6% share and was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands