- No entry-level motorcycles planned below the existing model range
- Focus remains on medium-weight and heavy road motorcycles
- Used motorcycles and merchandising to appeal to new target groups
Following a change of ownership and separation from its former parent company, Indian Motorcycle is realigning its product strategy. While many manufacturers are increasingly focusing on affordable motorcycles with small displacement engines, the traditional US brand is deliberately taking a different path.
Clear rejection of entry-level motorcycles
In a Q&A session, the new CEO, Mike Kennedy, explained that Indian Motorcycle will not be developing entry-level motorcycles. This refers to models with small displacement and low price points, which are currently in high demand in many markets. Kennedy emphasized that this class does not fit with the company’s strategic orientation.
In his opinion, it is a mistake to assume that only motorcycles priced at around €6,000 (approx. $6,500) are in demand. Despite a declining US market for highway motorcycles, Indian gained market share in 2025, particularly in the touring and cruiser segments. There is still considerable growth potential in these areas.
Growth through existing strengths
Kennedy sees the future of the brand in its historical roots. Cruisers, baggers, and touring models are to be further expanded. According to statements, a new trike is also part of the upcoming product strategy. In his view, a smaller, lighter motorcycle would tie up resources and distract from the core business.
He made it clear that Indian is deliberately focusing on medium-weight and heavy motorcycles, as this is where both demand and brand identity fit together. The design DNA and classic proportions are central components of the brand.
New riders via the used market and brand
When asked how Indian intends to attract new or inexperienced riders, Kennedy pointed to the used market. Used Indian motorcycles can provide initial contact with the brand, even if they are not considered typical entry-level motorcycles due to their size, weight, and power.
At the same time, he acknowledged that Indian is not suitable for every type of rider. Due to their size and weight, many models are difficult to handle for smaller or less powerful riders. Kennedy cited a personal example from his own circle to illustrate that even licensed riders do not automatically belong to the brand’s target group.
Aspirational brand instead of volume manufacturer
According to Kennedy, Indian Motorcycle sees itself as an aspirational brand. People should get to know the brand, even if they initially ride motorcycles from other manufacturers. In this context, clothing, accessories, and licensed products are becoming increasingly important. They are intended to help keep the brand visible and build desirability.
When asked about the comparison with luxury car brands, Kennedy rejected it in part, but confirmed the basic idea. An affordable motorcycle with a smaller frame and 650 or 750 cc would be appealing in theory, but would not fit with the current strategic direction.
No return of the FTR platform
With this clear focus, the chances of a return to sporty or experimental models are also diminishing. A revival of the FTR series is therefore considered unlikely. Instead, Indian is concentrating on what the company’s management believes to be the core of the brand.
Indian Motorcycle is thus deliberately positioning itself against the industry trend. While other manufacturers are trying to win new buyer groups with affordable models, Indian is focusing on profile, tradition, and market share gains in the higher-priced segment.
What does that mean for me as a motorcyclist?
For motorcyclists, this strategy means that Indian Motorcycle will continue to offer only motorcycles aimed at experienced riders or those switching from similar segments. Anyone looking for a lightweight, affordable, or particularly beginner-friendly motorcycle will still not find what they are looking for at Indian. Instead, the range is aimed at riders who consciously want to ride a larger, heavier motorcycle and can handle the weight, dimensions, and power delivery. For those interested who don’t have much riding experience, the only realistic option is to buy a used bike or try other brands before considering switching to Indian at a later date. At the same time, the brand image remains clear and unchanged, which may be attractive to riders who appreciate this consistent focus.
