Indian Motorcycle Co

Relaunches in the US…1998-99

Brand was returning to the Market in 1998-99 (it had closed its doors following WWII)

Indian Motorcycle was Founded in 1902

It was an Iconic American Motorcycle Brand

• Largest manufacturer of motorcycles prior to 1950’s
• Largest Vintage Motorcycle Collected in the World

Indian Motorcycle projects undertaken by The Page Group included:

Indian needed to connect with the consumer with their total Brand Story

• They had a small dealer network – not enough touch points with consumer
• Dealers were not stocking complete product line – poor customer experience at dealer level
• Dealers were not presenting overall brand message to consumer – What is Indian?

The Page Group saw the following opportunities for the company to develop:

• Show the historical values associated with the new products brought to market
• Reinforce customer purchase decision
• Expose Brand message
• Present breadth of offerings to consumer
• Validate brand attributes to core consumers – build consumer pull for products
• Build Franchise opportunities
• Build Brand Message
• Enhance and Build Brand Connection with consumers

TPG Projects Included:

• Develop Brand Strategy and integrated licensing opportunities
• Developed internal corporate licensing strategies
• Built brand driven customer touch points & event marketing campaigns that could connect with core consumers, dealers, and the brand more closely
• Help source new product and marketing ideation for the brand
• Custom Paint program for dealers
• Developed and Built a Custom Mobile Marketing Rig that was recognized as the Top Mobile Marketing Rig built by peers in the mobile marketing industry.