Cherryflava

Indian motorcycles: Jump starting a heritage brand

Posted on 24. Nov, 2006 by Jonathan Cherry in Branding

If somebody had to buy the rights to the Springbok Radio trademark and fire up a radio station – would the reborn brand of old thrive once again?

One of America’s oldest brands, Indian Motorcycles, has recently been bought and the new owners are dusting the old loyalties off and preparing to make a roaring comeback.

Founded in 1901, Indian beat Harley-Davidson to market by two years and
invented the brawny "cruiser" class of bikes that defined American
motorcycle style. Yet poor management after World War II pushed the
company into bankruptcy in 1953, and production of all Indian
motorcycles halted for nearly half a century. Efforts to resuscitate
Indian in the late 1990s, first by a Canadian investor group and then
by a Boston-based private-equity firm, ended in Chapter 11.

There’s no guarantee that the revival will be successful, but if the new owner can tap into the essence of what made the brand successful back when it started and replicate that for today’s market – they’re laughing.

We’re wandering if Scope magazine is still up for grabs…

Website: Indian motorcycles

Two classic brands are cruising for a comeback – Fortune
Previously: Brands from the 70s to make a comeback – Cherryflava