Indian gunning for Harley's market

Latest advert pulls no punches

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Ben Cope's picture
By Visordown News on Tue, 11 Jun 2013 - 10:06

INDIAN motorcycles are squaring up to Harley-Davidson with their latest advertising campaign.

Indian, America's oldest surviving motorcycle brand, are preparing for the launch of ther new model in 2014 and took out this full-page advert in the American magazine Popular Mechanics, which has a circulation of over 1.2million readers.

Although the advert doesn't mention Harley by name, it's obvious who Indian's owners, Polaris, are looking towards when it comes to expanding their customer base. However, this bold campaign may be seen as little more than fanfare from Indian who have just 5% of America's cruiser market share, smaller than some of Harley's Japanese rivals.

Harley's response was measured: “We know that Polaris is really talking up their plan and expectation for the Indian brand and that they’re gunning for us. We also know Polaris invested a lot in motorcycles for 15 years they still have a market share in the low single digits.” said Harley-Davidson spokeswoman Maripat Blankenheim.

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