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Victory Motorcycles Sales Drop Dramatically

After Harley-Davidson announced its decision to discontinue the Buell motorcycle line and sell MV Agusta, another major American motorcycle manufacturer revealed the company’s third quarter financial results.

The financial figures revealed by Polaris Industries showed a dramatic decrease in sales of its Victory motorcycles, leaving us to wonder whether a similar move to that of Harley-Davidson’s is to follow. For the moment, however, the company says that it will do all what’s necessary in order to save the Victory brand.

Sales of the newly created Polaris on-road division, which consists mostly of Victory motorcycles decreased 56 percent during the third quarter of 2009 compared to the same period last year.

Apparently, this decrease is a reflection of the continuing planned reduction in shipments of Victory motorcycles to dealers in North America and increased promotional activities during the third quarter to assist dealers’ efforts in further reducing their inventory size.

“While Victory motorcycle sales were down significantly and Victory dealer inventories remain elevated, we have added both personnel and resources to help drive strategic initiatives to improve the Victory business over time,”
commented Scott Wine, Chief Executive Officer of Polaris.

“In July, we took the recession head-on and introduced more than 25 new products for model year 2010, which appeal to both the value-oriented consumer as well as the consumer looking for fully featured vehicles. Our new product line-up reflects our focus on innovation as well as our commitment to improving financial results as model year 2010 products are, on average, more profitable on a gross margin percentage basis than the previous year models,”
added Wine.
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