Download pdf - Indian Motorcycle Strategy Presentation

“The most important thing to consider about the acquisition of the Indian Motorcycle Company is that we gain a brand. A brand with a living history. A brand that means something to people. A brand that stirs passion in hearts of the motorcyclist ...This is what we are selling. The brand image, the feeling”.

- Scott Wine, CEO Polaris Industries

1901 1917 1930 1939

GEORGE HENDEE & OSCAR HEDSTROM

1945

1901 1917 1930 1939

GEORGE HENDEE & OSCAR HEDSTROM

1945

1901 1917 1930 1939

WWI: 60% TO MILITARY

1945

1901 1917 1930 1939


DUPONT

1945

1901 1917 1930 1939


DUPONT

1945

WWII: 100% TO MILITARY

1901 1917 1930 1939


DUPONT

1945

WWII: 100% TO MILITARY

PURCHASED BY RALPH B. ROGERS

1970 198519531954

1998 20112005

1970 198519531954

1998 20112005

1970 198519531954

1998 20112005

1970 198519531954

1998 20112005

1970 198519531954

1998 20112005

1970 198519531954

1998 20112005

1901 1917 1930 1939 1945 19531954

1970 1985 1998 2011

DUPONT PURCHASED BY RALPH B. ROGERS

2005

1901 1917 1930 1939 1945 19531954

1970 1985 1998 2011

DUPONT PURCHASED BY RALPH B. ROGERS

2005

HOW CANPOLARIS

S U C C E E DWHERE SO MANY HAVE

FAILED?

RESOURCES

U.S. HEAVYWEIGHTS

$4 BILLION$400 - $600 MILLION

(PREMIUM MARKET)

U.S. HEAVYWEIGHTS$4 BILLION$400 - $600 MILLION

(PREMIUM MARKET)


(PREMIUM MARKET)


(PREMIUM MARKET)

*SOURCE: IBIS, “Motorcycle, Bike & Parts Manufacturing in the US,” March 2012. Datamonitor,”Motorcycles in the United States,” September 2010. U.S. Census Bureau 2010. Income based on number of households 45 to 64 earning over $100,000 per year.

MATURE MARKET

MATURE MARKETHarley Rider - Average age increased ~45 to 49 over the last five years.

*SOURCE: NY Times, “Harley, You’re Not Getting Any Younger,” March 2009, JD Power and Associates 2010 U.S. Motorcycle Competitive Information Study.

MARKET SHARE

*SOURCE: Powersports, 2011

MARKET SHARE


MARKET SHAREHD - 33%


MARKET SHAREHD - 33%

VICTORY - 2%*SOURCE: Powersports, 2011

MARKET SEGMENTATION

*SOURCE: Polaris Internal Memo 2011

MARKET SEGMENTATION

DIE HARDS - 39%


MARKET SEGMENTATION

DIE HARDS - 39%

PERFORMANCE ENTHUSIASTS - 21%


MARKET SEGMENTATION

DIE HARDS - 39%


EVERYDAY RIDERS - 15%


MARKET SEGMENTATION

DIE HARDS - 39%



SHOW OFFS - 14%


MARKET SEGMENTATION

DIE HARDS - 39%



SHOW OFFS - 14%

WEEKEND RIDERS - 11%*SOURCE: Polaris Internal Memo 2011

MARKET SEGMENTATION

DIE HARDS - 39%



SHOW OFFS - 14%

WEEKEND RIDERS - 11%*SOURCE: Polaris Internal Memo 2011

“NOT a fan of the soccer mom on a Harley.” – Shelly Maynard, California

“It’s probably just a ploy to bring the yuppie styles back to buying since sales are down.”

– President, Springfield, Ohio Chapter

*SOURCE: HDForums, “United by Independents” campaign

STRATEGICOPTIONS

$10KSCOUT

SPORTSTER COMPETITOR

PREMIUM DOMESTIC

PREMIUM INTERNATIONAL

$10KSCOUT


PREMIUM DOMESTIC


$10KSCOUT


PREMIUM DOMESTIC


$10KSCOUT HIT & MISS STYLE


PREMIUM DOMESTIC



CAN’T COMPETE ON COST


PREMIUM DOMESTIC



CAN’T COMPETE ON COSTUNKNOWN TO AUDIENCE


PREMIUM DOMESTIC


$10KSCOUT


PREMIUM DOMESTIC


$10KSCOUT


PREMIUM DOMESTIC


$10KSCOUT

SPREAD TOO THIN


PREMIUM DOMESTIC


$10KSCOUT

SPREAD TOO THINMcDONALDS vs AMERICAN BURGER


PREMIUM DOMESTIC


$10KSCOUT


PREMIUM DOMESTIC


$10KSCOUT

SPORTSTER COMPETITORPREMIUM DOMESTIC


$10KSCOUT

NICHE OPPORTUNITY



$10KSCOUT

NICHE OPPORTUNITYBRAND BUILDING



$10KSCOUT

NICHE OPPORTUNITYBRAND BUILDINGGROSS PROFIT



RECOMMENDATIONS

RECOMMENDATIONS1) PREMIUM DOMESTIC

RECOMMENDATIONS1) PREMIUM DOMESTIC2) DEALER DEVELOPMENT

PREMIUM DOMESTIC

PREMIUMHERITAGEMARKETING

PREMIUM DOMESTIC

$18K - $38KPREMIUMHERITAGEMARKETING

PREMIUM DOMESTIC

$18K - $38K

150 DOMESTICDEALERS

PREMIUMHERITAGEMARKETING

PREMIUM DOMESTIC

DEALER DEVELOPMENT

DEALER DEVELOPMENT

CORPORATE CONSULTING

DEALER DEVELOPMENT

FLAGSHIP 20


DEALER DEVELOPMENT

”DEALER VISION” DESIGN

FLAGSHIP 20
