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Transcript of Indian Motorcycles
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“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
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1901 1917 1930 1939
GEORGE HENDEE & OSCAR HEDSTROM
1945
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1901 1917 1930 1939
GEORGE HENDEE & OSCAR HEDSTROM
1945
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1901 1917 1930 1939
WWI: 60% TO MILITARY
1945
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1901 1917 1930 1939
WWI: 60% TO MILITARY
DUPONT
1945
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1901 1917 1930 1939
WWI: 60% TO MILITARY
DUPONT
1945
WWII: 100% TO MILITARY
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1901 1917 1930 1939
WWI: 60% TO MILITARY
DUPONT
1945
WWII: 100% TO MILITARY
PURCHASED BY RALPH B. ROGERS
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1970 198519531954
1998 20112005
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1970 198519531954
1998 20112005
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1970 198519531954
1998 20112005
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1970 198519531954
1998 20112005
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1970 198519531954
1998 20112005
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1970 198519531954
1998 20112005
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1901 1917 1930 1939 1945 19531954
1970 1985 1998 2011
DUPONT PURCHASED BY RALPH B. ROGERS
2005
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1901 1917 1930 1939 1945 19531954
1970 1985 1998 2011
DUPONT PURCHASED BY RALPH B. ROGERS
2005
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HOW CANPOLARIS
S U C C E E DWHERE SO MANY HAVE
FAILED?
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RESOURCES
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U.S. HEAVYWEIGHTS
$4 BILLION$400 - $600 MILLION
(PREMIUM MARKET)
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U.S. HEAVYWEIGHTS$4 BILLION$400 - $600 MILLION
(PREMIUM MARKET)
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U.S. HEAVYWEIGHTS$4 BILLION$400 - $600 MILLION
(PREMIUM MARKET)
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U.S. HEAVYWEIGHTS$4 BILLION$400 - $600 MILLION
(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.
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MATURE MARKET
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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.
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MARKET SHARE
*SOURCE: Powersports, 2011
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MARKET SHARE
*SOURCE: Powersports, 2011
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MARKET SHAREHD - 33%
*SOURCE: Powersports, 2011
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MARKET SHAREHD - 33%
VICTORY - 2%*SOURCE: Powersports, 2011
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MARKET SEGMENTATION
*SOURCE: Polaris Internal Memo 2011
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MARKET SEGMENTATION
DIE HARDS - 39%
*SOURCE: Polaris Internal Memo 2011
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MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
*SOURCE: Polaris Internal Memo 2011
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MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
*SOURCE: Polaris Internal Memo 2011
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MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
SHOW OFFS - 14%
*SOURCE: Polaris Internal Memo 2011
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MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
SHOW OFFS - 14%
WEEKEND RIDERS - 11%*SOURCE: Polaris Internal Memo 2011
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MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
SHOW OFFS - 14%
WEEKEND RIDERS - 11%*SOURCE: Polaris Internal Memo 2011
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“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
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STRATEGICOPTIONS
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$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT HIT & MISS STYLE
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT HIT & MISS STYLE
CAN’T COMPETE ON COST
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT HIT & MISS STYLE
CAN’T COMPETE ON COSTUNKNOWN TO AUDIENCE
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPREAD TOO THIN
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPREAD TOO THINMcDONALDS vs AMERICAN BURGER
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
NICHE OPPORTUNITY
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
NICHE OPPORTUNITYBRAND BUILDING
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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$10KSCOUT
NICHE OPPORTUNITYBRAND BUILDINGGROSS PROFIT
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
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RECOMMENDATIONS
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RECOMMENDATIONS1) PREMIUM DOMESTIC
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RECOMMENDATIONS1) PREMIUM DOMESTIC2) DEALER DEVELOPMENT
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PREMIUM DOMESTIC
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PREMIUMHERITAGEMARKETING
PREMIUM DOMESTIC
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$18K - $38KPREMIUMHERITAGEMARKETING
PREMIUM DOMESTIC
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$18K - $38K
150 DOMESTICDEALERS
PREMIUMHERITAGEMARKETING
PREMIUM DOMESTIC
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DEALER DEVELOPMENT
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DEALER DEVELOPMENT
CORPORATE CONSULTING
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DEALER DEVELOPMENT
FLAGSHIP 20
CORPORATE CONSULTING
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DEALER DEVELOPMENT
”DEALER VISION” DESIGN
FLAGSHIP 20
CORPORATE CONSULTING
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