Indian Motorcycle in BA part of iconic brands revival

December 13th, 2013



America's oldest motorcycle brand is back.

Indian Motorcycle has launched three new models this year, and Chad Smith of 5th Gear Cycle is excited to be one of two Oklahoma dealers selling the iconic brand.

"It's a strong brand," Smith said of Indian, which was founded in 1901.

The company went bankrupt in the 1950s, followed by many attempts at revival over the years. Then, in 2011, Polaris Industries bought Indian.

Smith said Polaris' acquisition of the brand is different because, as a manufacturer of power sports equipment such as snowmobiles and ATVs, the company has the engineering background needed to create the kind of motorcycle Indian was known for in its heyday.

Smith opened Indian Motorcycle of Tulsa at 1200 SW Expressway Drive in Broken Arrow a couple of weeks ago. A new showroom is being built and will be ready next week, he said.

"This is going to be the most unique showroom in Tulsa," Smith said. Wood floors and vintage Indian Motorcycle fixtures will give it an air of nostalgia.

Smith said Polaris approached him and his business partner to sell Indian motorcycles because they already were operating one of the top five Polaris dealerships in the region.

The Indian dealership is attracting the interest of motorcycle enthusiasts from across the region. Buyers from Dallas, Kansas City and Wichita have stopped by, and another called in from New Mexico.

"It seems that everybody had a story about Indian," Smith said. "Indian had their own style."

That style is what brought Brian Edwards to the dealership on Friday.

"I've always liked their classic look," said Edwards, who had made a 2 1/2-hour drive from Liberal, Mo., specifically to look at the bikes.

Edwards, 35, said he loves motorcycles for the freedom he feels riding them, with the open road ahead and the wind in his hair.

"I love to ride," he said.

Edwards bought his first motorcycle more than 10 years ago and has owned several since then, including a Victory that is also made by Polaris. He said he thinks the company is up to the task of reviving Indian.

Polaris Industries' three new models are the Indian Chief Classic, Chief Vintage and Chieftain, starting at $18,999, $20,999 and $22,999, respectively. All three models are available in black, red and blue.

Indian Motorcycle expects to open 125 to 140 dealerships in North America before the end of the year, as well as 70 international dealerships. The second Oklahoma dealership will be in the Oklahoma City area, Smith said.

According to Indian Motorcycle's website, the company's downfall was in part due to its focus on providing motorcycles to the military during World War II. The shifted attention led to declining sales of its commercial models.

But Smith, who has been in the motorcycle business for 22 years, said the brand has huge potential. He expects it to once again rival Harley-Davidson.

"If they can get to 25 percent of Harley's sales, that's success," he said.

Smith said motorcycle dealers don't sell motorcycles.

"We sell an experience," he said, adding that the Indian experience is one that plenty of motorcycle riders want.

"It's a little different," Smith said. "And motorcycle people kind of want to be a little different."