In a surprise announcement this morning, Polaris Industries is going to discontinue the Victory Motorcycles brand effective immediately. According to the press release, “Polaris will assist dealers in liquidating existing inventories while continuing to supply parts for a period of 10 years, along with providing service and warranty coverage to Victory dealers and owners. Today’s announcement does not affect any other Polaris business units.”
While the announcement may come as a shock to many outside the industry, and even some of those within it, given the success of the Indian Motorcycle brand and the struggles the Victory brand has experienced in trying to gain a foothold in the market, the decision to discontinue Victory makes sense from a business point of view, as painful as that is.
“This was an incredibly difficult decision for me, my team and the Polaris Board of Directors,” said Polaris Industries Chairman and CEO Scott Wine. “Over the past 18 years, we have invested not only resources, but our hearts and souls, into forging the Victory Motorcycles brand, and we are exceptionally proud of what our team has accomplished. Since inception, our teams have designed and produced nearly 60 Victory models that have been honored with 25 of the industry’s top awards. The experience, knowledge, infrastructure and capability we’ve built in those 18 years gave us the confidence to acquire and develop the Indian Motorcycle brand, so I would like to express my gratitude to everyone associated with Victory Motorcycles and celebrate your many contributions.”
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