Indian Motorcycle set to take over Indian market in coming years – plans to assemble bikes in India

The legendary 114-year old brand, Indian Motorcycle went through a series of change in ownerships before Polaris Industries finally took it over in 2011. Since then, Indian motorcycles never looked back and is continuously hitting the Indian market with its beautifully built machines.

Indian Motorcycles launched its first showroom in Gurgaon in May 2014 with Chief Classic, Chief vintage and Chieftain. “This was the time we observed the market and deliberately went slow. Exactly a year later, we went into expansion mode,” says Pankaj Dubey, Country Head & MD of Polaris India. “To that extent, Indian is the perfect product to meet this need. Today’s High Networth Individual customers want the best. They would want a bike at a lower price but do not mind paying more when they realise it is not possible,” says Dubey.

Whereas, before finalizing any unit of Indian Motorcycle, consumers always have a question that why they should buy it when there are more economical options like Harley are available. “These are two sets of buyers and both segments are increasing. From our point of view, we want to make it a business, and not emotional, case,” added Dubey.

“Over the next three to five years, the plan is to kick off local assembly and expand the range. We have an aggressive strategy in place and you will see us challenging and dominating the market,” he says.

On a recent visit, James P WIlliams, Senior Vice President and Chief Human Resource Officer of Polaris Industries said, “One of the five strategic pillars of Polaris is international growth and developing markets like India and China becomes naturally important. We see a tremendous opportunity for the bikes we make and building the Indian Motorcycle brand.”