Polaris Industries, Inc.: The New American Motorcycle campaign
Ed DignerOVERVIEW
In 1998 Polaris Industries, Inc., best known as a manufacturer of snowmobiles, introduced the Victory Motorcycle, the first new American motorcycle to be introduced in 60 years. Although it was part of the cruiser category dominated by Harley-Davidson, Victory was not intended to challenge the icon of the industry. Rather, Polaris looked to find its own niche in a large and growing category, hoping to play off its American roots to take sales away from Japanese companies Honda, Yamaha, Kawasaki, and Suzuki. To help establish Victory in the marketplace,...