It’s one thing to write a new story, to start with a blank sheet and create something fresh from the ground up. This is how Polaris built its Victory brand, meeting with considerable success. This isn’t easy—not by a long shot—but there’s a certain freedom in doing things on your own terms, without history weighing a project down. Reviving the iconic Indian Motorcycle line—Polaris’ second motorcycle act—is something different altogether. Not only does the company have to create a new generation of compelling, marketable Indian motorcycles, but it also has to tend to all the memories, desires, and expectations—both good and bad—consumers inevitably associate with America’s oldest motorcycle brand. No easy job there … More
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