RoadRUNNER Digital Rider

At the 2012 Polaris/Victory Dealer Show

Aug 01, 2012 View Comments by

I’m here at the Palazzo in Las Vegas attending the Polaris Dealer Show before heading up to Sturgis with Victory. I spent some time at the Victory booth talking about what’s coming up in 2013:


Victory has refreshed and simplified their logo. Gone are the artistic flourishes that gave the old logo a vintage feel; it seems as if Polaris will position the Indian brand to appeal to heritage-minded buyers, while the Victory line will focus on modern technology in the cruiser class. The new logo goes along with programs to incent dealers to upgrade their showrooms.


Victory has hired Ian O’Reilly away from Triumph, and O’Reilly has gone about remaking the entire clothing line, focusing on style with functionality. The clothing shown features the new logo as well as features aimed at the serious rider – CE armor, double-stitched seams, removable liners and neck gators, weatherproof zippers and so on. They really appear to have upped their game.


Matthew Cardenas demoed the updated Lock & Ride system, bags, backrests, and other accessories that quickly turn a Victory cruiser into a touring machine.

Victory repeatedly stressed the benefits of being part of the Polaris family, drawing upon their engineering and financial resources to produce modern bikes with classic cues. This is good for Indian as well as they haven’t had this kind of muscle behind them for quite some time. Polaris has also invested in electric bike maker Brammo, so with these three brands they have the past, present, and future under one tent. Watch this space for sure.

Tags: , , , Categories: Digital Rider

About the author

You know that little boy who stares at you, mouth agape, as you ride by? That was me, thirty-plus years ago. I merged two of my passions, motorcycles and photography, when I became a contributor to RoadRUNNER.