This is an interesting bit of info. Victory was kind enough to share their demographics and sales data to the media, so we thought we’d pass it on, as intriguing insight into our industry and the future of Victory. Here goes:
The following information will cover the market, the state of Victory, their focus on apparel and accessories, thoughts on new models, their custom order program and the future of Victory.
The industry is on a steady incline since 1994 with about 300,000 motorcycles sold in the U.S. This year, over one million new bikes hit the streets. The industry was up 4.5 percent over last year, Cruisers up 1.4 percent, Cruisers less than 900 ccs went down 1.4 percent and touring jumped 15.5 percent. Victory outpaced industry figures by 10 times.
Victory attributes their success due to improvements in the following areas: Modern, forward-thinking design; Entering their 9th year on the market; Six successful new models in four year including the Vegas, Kingpin, Ness, Hammer, 8-Ball, Jackpot, V92, Freedom 92 and Freedom 100/6; They’ve expanded their dealer network to 335 and are shooting for 400 by the end of the year including Canada and the UK, and finally Buyer Satisfaction, 98 percent of their owners give the motorcycle and company positive marks.
General demographic info included a doubling of 21-30 year-old buyers, to 14 percent of all Hammer and 8-Ball new owners. Some 20 percent rode less than five years, up 15 percent from last year. Women Vegas riders increased 12 percent and more middle-income families are buying Victorys.
Victory is seeing a larger demand for accessories, so they are partnering with Arlen Ness, S&S and Performance Machine for input and products. Plus they are now working with J&P, Drag Specialties and Dennis Kirk to expand their accessory reach. In addition, they have expanded their apparel line 85 percent with direct input from Victory owners.
They are also expanding their online presence and we hope, with your input, they will advertise on Bikernet.com. Bug ‘em, will ya?
The largest selling models in the Victory line-up are Luxury touring models, followed closely by the Classic Cruiser, the Custom Cruiser, Touring Cruiser, Touring Cruiser (soft), Performance Cruiser and Extreme Custom.
Here’s the big news. Victory is searching for the perfect Luxury Cruiser, because it’s the largest, fastest growing segment of our audience. It’s also the largest segment in terms of dollars spent. It’s a natural extension of Victory’s cruiser business and there are relatively few real competitors. Interesting.
That’s why the concept illustrations you see here. They are searching for the perfect model and an understanding of the segment dynamics or a clear understanding of the touring rider. They want to know where they ride, how they ride, what they want in a touring bike, what needs are currently being met and what significant opportunity areas lay ahead?
They want your feedback as to design, product accessories, performance, etc.
So what’s next for Victory? They will aggressively enter the luxury touring segment as the only OEM to successfully enter cruisers in the last half-century. Their touring model goals include, but are not limited to, modern, iconic “head-turning” design. They’re after long, low, stretched/smooth, flowing lines and designs that showcase the American V-Twin as the jewel in the setting. They will continue to study the relaxed, feet-forward riding position and ample storage capacity for long-distance touring. Plus they will continue to study a full range of modern technology and touring amenities.
This is an interesting report of information for Victory and the entire industry. Indicates direction. So what do you think of these designs? I’m sure if you roam to the Victory web site, they would enjoy hearing from you.
