The $100 Million Brand That Polaris Had to Kill
How do you spend 18 years and over $100 million building a motorcycle brand from scratch, win 25 industry awards, produce more than 125,000 bikes... and then kill it yourself? This is the full story of Victory Motorcycles, the American cruiser brand built by Polaris Industries from a locked conference room in 1994 to the factory floor in Spirit Lake, Iowa. Victory earned critical acclaim, built a loyal following, and proved a snowmobile company could make world-class motorcycles. Then Polaris bought Indian Motorcycle in 2011. And everything changed.
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