Brand: Indian Motorcycle
Agency: Team One
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 the seventh most purchased motorcycle brand.
With marketing budgets seven times smaller than Harley's, our challenge was to steal their share by finding a way to connect with a dwindling, but still passionate, audience of American riders — in a credible and differentiated way. For a brand that had been absent for nearly 50 years, this was no small task. These included: the first motorcycle brand launched in the US (1901); first two-speed motorcycle transmission; first V-Twin engine; first adjustable front suspension; first electric lights and starter; land-speed record holder for under 1000cc motorcycles, set in 1967 and still unbroken in 2017. (Sources: Indian Motorcycle Sales Dashboard, CY2014. Q4 2014 was when we were awarded the Indian business. Marketline Industry Profile, Motorcycles in the United States, November 2016. Indian Motorcycle Sales Dashboard, CY2014.)