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• Iconic Brand – became #1 Brand in the US prior to the 1950’s. • Following WWII & Returning to Market – Closed its doors
• No Dealer Network • No consumer connecting points • Deluge of returning motorcycles brought back by troops
• Needed to connect with consumer • Small Dealer Network – not enough touch points • Dealers not stocking entire product line – poor customer experience • Dealers not presenting overall brand message – What is Indian?
Indian Motorcycle Co Iconic American Brand
Crazy Horse Monument Sturgis, South Dakota
• Opportunities: • Show the historical values associated with new products launched • Reinforce customer purchase decision • Expose brand message • Present breadth of offerings • Validate brand attributes to core consumers – build consumer pull • Build Franchise opportunities • Maximizing the Return on Investments made in promotions & event marketing
Indian Motorcycle Co Opportunities Explored