INDIAN MOTORCYCLES

Distinctive by design Perhaps overshadowed in this country by that other American V-twin motorcycle manufacturer, Indian can, however, I’d like to be in the lay claim to being the first, with the original position that anyone company launching in 1897. Okay, there were a few decades when nothing much happened thinking about a followed by corporate turmoil. The brand cruiser, or a big received an unexpected boost in 2005 when the film The World’s Fastest Indian, starring tourer, will have us Anthony Hopkins, became a box-office success. The company was finally rescued by on that shopping list London-based private equity firm Stellican, which purchased the Indian Motorcycle assets and established an Indian Motorcycle manufacturing facility in King’s Mountain, North Carolina. Stellican sold on Indian Motorcycle, as private equity companies do, to Polaris Industries in 2011, which created the company we know today. Manufacturing takes place at facilities in Spirit Lake, Iowa and at its off-road vehicle manufacturing facility at Opole in Poland. The national sales manager for Indian Motorcycle UK is Andy Simpson, who’s been with the company for nearly four years. Prior to that, he was with the Ducati importer for Australia and New Zealand for seven years, looking after sales and dealer development, having previously spent a decade with Ducati UK. Simpson is ideally placed to fill in the back story. “The new models started arriving in late 2014 and 2015. At that time a number of Victory dealers [Victory was also owned by Polaris] transitioned to become Indian dealers. Over the intervening years the business has developed – and not just the bikes but also the accessories, the apparel and the lifestyle aspects. “If you look at Germany and France these

You could say that Indian markets sell about 2000 bikes a year. Our best Motorcycle UK is on a roll year so far was 2021, when we sold 800. The simple reason why we are selling fewer bikes is – new dealers, new models that we have fewer dealers, but we’re working and new markets. Rick on that. Their dealer networks are more Kemp visited the Coleshill extensive – there are 40 dealers in Germany and 35 in France. We now have 20, including Indian headquarters to meet three that opened in the last six months. the team and find out more “To make new businesses really strong and viable, dealers need to be good at upselling all the add-ons. The sign-up process is quite simple, although you’ve got the usual hoops to jump through with regard to floor plan providers. Potential new dealers often ask us ‘Well, how many would we sell?’ You can look at market share and statistics all you like but because it’s a brand that’s growing, we simply let them have the bikes and then we ask them the question later on – the bikes are good enough to sell themselves. “While it’s not solely about converting H-D customers, Harley riders usually find that our bikes are an eye-opener in terms of the experience and the quality. We had an event recently where we featured a Chieftain and when people took it off the side stand, they couldn’t believe how light it was. Also, not everyone is aware of the brand heritage, as Indian is a relatively new brand to them, so they have no preconceptions about the performance or the quality.”

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Building a range is important for any motorcycle brand and each Indian model is targeted at a slightly different customer. Take the FTR. It’s aimed at the younger customer, but it appeals to BMW, Harley and Japanese brand riders too. The age demographic for UK owners is similar to that of Germany and France at 45-55 but the UK is stronger in the below 30 and above 70 age range. “You can’t buy back the years, but you can still buy the experience” as they say. For the younger customer it’s just a cool bike that’s not too intimidating. It sits in its own slot, you won’t find it in a magazine group test with other brands. Another thing that Indian has going for it is the fact that it’s not a Harley, so its bikes can be ridden without the rider being instantly identified as an ‘outlaw biker’.

The Scout appeals across the board: male, female, older or younger, anyone who wants a bike that’s nice and low and easy to handle – and it accounts for 40% of UK sales.

There have been some supply issues. Typically, 10-15% of the stock is heavyweights, the big tourers, which come directly from the States while everything else comes from the Opole plant in Poland, although all the engines are produced in the States and shipped to Poland.

In the UK there are some 3000 Indian bikes, which gives them a certain rarity value and so boosts their used prices, another strong point for potential dealers. Building brand awareness is high on the list for Indian Motorcycle UK. Sure the name has been around for over a century, but not over here. Simpson wants to retain brand exclusivity which, in turn, contributes to dealer productivity. Yes, Indian wants more dealers in certain open areas but not at any cost, so the maximum number would be around 25-30 nationwide.

“I’d like to be in the position that anyone thinking about a cruiser, or a big tourer, will have us on that shopping list – they don’t just go for the default habitual purchase. Brand awareness has to be top of our priorities at the moment. We need to be exhibiting alongside other brands, so potential customers can see the quality and how different we are.”

Getting customers through the door is down to marketing and that’s the responsibility of Claire D’Auria. She has come from the automotive sector, working at dealership level with sales managers. Motorcycling is in her blood on her father’s side, and after passing her bike test she hasn’t really looked back. D’Auria is developing the social media side. “The dealers are mainly responsible for creating the riders’ groups and organising events, but the online presence creates the glue. Every owner gets an Indian Motorcycle Passport, and they are encouraged to visit dealers around the country, where they get a special stamp – this forms the Indian Motorcycle Rally.”

Corporate identity is also part of D’Auria’s brief which, she says, is a bit of a doddle when compared to the automotive industry. Everyone who buys an Indian gets registered as an Indian Motorcycle Rider, which means that they get included in dealer communications regarding events and offers. Some owners become brand ambassadors, enthusing about their particular machine to owners of other brands. The self-promotion aspect has been enhanced by the recent range expansion, with Indian now offering eight models with 20 variants, not to mention the colour options.

Some of the new models are specifically aimed at the European market as a result of factory personnel coming over the water from the States to France to ride the roads and get a feel for the market. There is now a design team based permanently in Geneva. Going the other way, Indian has adopted some American habits for the UK market such as contesting the Flat Track Racing Association Championship with the introduction of its FTR Championship Edition. The FTR model in particular looks and feels more European with its Brembo brakes, Akrapovič exhaust, Metzeler Sportec tyres and a full complement of sophisticated electronics including touchscreen display, three-ride modes, wheelie control with rear lift mitigation, stability control, traction control and cornering ABS.

Most of the design and engineering refinement is thanks to Polaris and the result is a heritage brand that looks the part without seeming ‘agricultural’ and, as a result, has the capability of creating its own market. 

DEALER OPEN POINTS

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Indian Motorcycle UK, Unit 11,

Forge Mills Park, Station Road,

Coleshill, Warwickshire B46 1JH 01675 437240 www.indianmotorcycle.co.uk

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