Published: Wed, January 11, 2017
Economy | By Melissa Porter

Polaris to end production of Victory motorcycles in Spirit Lake

Certainly not the best announcement to start the year with, US-based Polaris Industries has announced that it will be officially pulling the plug of its "Victory Motorcycles" brand with immediate effect. The Polaris-owned brand, however, will continue to provide spare parts for the next 10 years along with service and warranty coverage to the motorcycle owners and dealers.

"Today, Polaris Industries announcing that we are winding down the Victory Motorcycles brand beginning today and through the next 18 months".

Polaris shares were trading 2% lower in early Monday trading. The brand is also making losses for Polaris Industries in the past four years. Additionally, considering the growth potential of Polaris's Indian Motorcycle brand, the Victory shutdown decision "became quite clear", according to the release.

Polaris Industries Chairman and CEO Scott Wine said: "This was an incredibly hard decision for me, my team and the Polaris Board of Directors".

"This decision will improve the profitability of Polaris and our global motorcycle business, and will materially improve our competitive stance in the industry", said Scott Wine. "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". The Octane is a completely new Victory model featuring a 1200cc engine with over 100hp added in the 2017 line-up.

In a news release Monday, Polaris said it remains committed to the Spirit Lake plant, which will continue to make Indian brand motorcycles, an iconic brand Polaris acquired in 2011.

Victory's market share climbed over the subsequent years until 2012, when it peaked, and has been in decline ever since.

About 400 dealers nationwide sold Victory motorcycles, although about 150 of those also sell Indian motorcycles.

Since 1998, Wine said almost 60 Victory models have been honored with 25 of the industry's top awards.

The Victory brand was founded 18 years ago and has been the fourth largest name in North America.

Then, there is the Brammo brand that was bought by Victory Motorcycles in 2015. A slide presentation with additional details, titled "Polaris to Wind Down Victory Motorcycles Operations", is available here.

A Polaris Industries promotional image of the Victory Motorcycles lineup entering 2016, to include the Hammer S, Vegas, High-Ball, Gunner CC, Magnum, Magnum X-1, CCT and Vision models.

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