HANDSOME MAGAZINE
REBIRTH
INDIAN MOTORCYCLE BRAND INTRODUCTION
Indian was America’s first motorcycle brand, founded in 1901 with the last Indian motorcycle from the original company built in 1953. The goal was to overcome skepticism that the “new” Indian was just capitalizing on an old brand name and to establish Indian as a legitimate OEM brand, on par with Harley-Davidson. G-Force, with Scott leading the team, developed an integrated launch campaign encompassing all B2B and B2C touchpoints supported by a new tagline emphasizing Indian’s position as the alternative to Harley- Davidson: “Declare Your Independence.” The campaign included print and television advertising, extensive POP and dealer signage, large format brochures, hang tags and posters. Campaign strategy centered on the Chief model and its new PowerPlus engine, with multi-page print units in the top US motorcycle magazines timed to coordinate with the first public showing of the new Chief. Awareness of the new Chief and Indian brand was greatly increased. The introduction was greeted with very positive press coverage, strong demand, increased sales and many new dealer sign-ups.
“ SCOTT AND HIS TEAM WOULD BE A TRUSTED ALLY FOR ANY MOTORCYCLE OEM. HIS DEEP UNDERSTANDING OF THE MOTORCYCLE INDUSTRY, COMBINED WITH STRONG MARKETING INSTINCTS, FRESH CREATIVE IDEAS, AND A PROVEN ABILITY TO DELIVER PROJECTS ON TIME AND ON BUDGET, WILL IMMEDIATELY BENEFIT HIS CLIENTS. ” —Fran O’ Hagan Former VP Sales & Marketing, Indian Motorcycle Company
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