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Archive for June 22nd, 2010

Springfield-era Indian Motorcycle

Back in 2004, Stephen Julius, a British-Italian financier with a talent for extracting valuable brands from the junkyard (remember Chris Craft?) did just that as he scooped up the Indian Motorcycle marquee and brand rights.  Partnering with Mr. Julius would be his Harvard Business School classmate Steve Heese.  The two would be the 5th set of entrepreneurs who purchased the intellectual property rights and have tried to resurrect the iconic Indian nameplate.

Last week I received an email from Indian Motorcycle.  They plan to provide an exclusive VIP space in downtown Sturgis for any motorcyclist who rides/trailers a Springfield-era Indian motorcycle to the mother of motorcycle rallies.  It’s a cool idea to reinforce the relationship and I would anticipate that rally attendees will be able to stroll through the area and gawk at the vintage motorcycles.  I’m planning to attend the rally and hope to snag a couple of photo’s.  You can participate by sending an email to Etracy at indianmotorcycle dot com if you plan to attend Sturgis and want to participate in the VIP area.

The email message led me to do a quick scan of the Indian.com web site to see what’s new.  What I found was shocking.  Marketing heads should roll!

The main page is stuck in 2009!  Yeah, I know they aren’t on the same release schedule as other motorcycle manufactures, but the view is the same as it ever was.  The news/press release page is stale.  I’m not talking about “brown bananas” stale here… it’s full on AWOL.   Not a single press release since January 2009?  That’s 17 months?!   In April they re-launched on the West Coast and posted some Facebook banter along with tweets, but the lack of any pure play press release boggles the mind.  This is at best a scattershot approach and I don’t know any 20-something willing to shell out $30,999 for a Bomber in this current economy.  This “new-wave” thinking to do all your evangelizing via Facebook is… well ‘da bomb… not meant in a good way.

I’ve been critical about over hyping products in this new-era of marketing, but if the good folks at Indian plan to make their motorcycle company the de-facto standard in premium cruiser motorcycles a little more press information now and then to let us know you remain alive and well would be a good thing.

Photo courtesy of Indian.

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