Is Victory Out of Business? A Detailed Look at the Demise of Victory Motorcycles

If you own or are interested in the iconic American cruisers from Victory Motorcycles, you may be wondering about the brand‘s history and whether they are still in business. As your resident motorcycle expert, I‘ve put together this comprehensive guide to give you the complete lowdown on Victory, from start to finish.

Background: Get to Know Victory Motorcycles

First, let‘s start with some background on the Victory motorcycle brand. Victory was founded in 1997 by Polaris Industries, which you may recognize as a leader in off-road vehicles like snowmobiles and ATVs.

Polaris wanted to try its hand at breaking into the American motorcycle cruiser market dominated by Harley-Davidson. To stand out, Victory bikes focused on powerful, modern American V-twin engines ranging from 92 to 106 cubic inches capacity. They also utilized cutting-edge technology like fuel injection and anti-lock brakes years before the competition.

According to Polaris, Victory targeted the "everyday rider" with features like confidence-inspiring handling, comfortable ergonomics, wind protection, and plenty of storage space. Rather than strictly chasing hardcore enthusiasts, Victory offered a more accommodating cruiser for the average motorcyclist.

Some of Victory‘s most popular and best-selling models included:

• Vision Tour: A luxury touring cruiser with hard saddlebags, windscreen, and cruise control. Over 25,000 made from 2008-2017.

• Cross Country: Victory‘s top-of-the-line bagger prized for its storage, comfort, and smooth ride. One of the longest-running Victory models starting from 2010.

• Vegas: With pure cruiser styling, the Vegas was Victory‘s best-seller during the 2000s, moving over 30,000 units.

• Octane: Victory‘s final all-new model released in 2016, mixing modern performance with affordable pricing. But less than 5000 were made before the brand‘s demise.

Why Polaris Pulled the Plug on Victory

In January 2017, Polaris made the shocking announcement that the Victory brand would begin winding down. So what led Polaris to discontinue what seemed like a promising American motorcycle brand?

Several factors stacked up against Victory‘s odds of survival:

• Stiff competition: Victory struggled against segment leaders Harley-Davidson and Indian. Harley commanded around 50% cruiser market share that proved challenging for Victory to penetrate.

• The recession: Motorcycle sales for all brands plummeted after 2008. Industry sales still haven‘t matched pre-recession levels, spelling trouble for newer brands like Victory.

• Overcrowded market: The American cruiser segment was oversaturated by the 2000s. Victory had a tiny single-digit market share competing for the same customers.

• High costs: As a smaller manufacturer, Victory couldn‘t match the economies of scale of Japanese and European brands, resulting in narrow profit margins.

Polaris likely saw the writing on the wall and decided to cut losses by axing Victory rather than sink more resources into a shrinking market segment. For them, it made more sense to focus energy and investment on more profitable products like ATVs and snowmobiles.

The Ascent and Fall of Victory‘s Market Share

To visualize Victory‘s struggles, let‘s examine how Victory sales and cruiser market share rose and declined over the brand‘s lifetime:

Some key takeaways from this sales history:

• Victory sales peaked around 2006-2008 when cruisers were still popular. The recession crushed those gains.

• Market share briefly grew to 5% at Victory‘s peak, but quickly declined to low single digits.

• Sales never recovered post-recession. 2013 sales were a mere 30% of 2007‘s totals.

The downward trajectory made continuing Victory an untenable strategy for Polaris. The dream of becoming a major American motorcycle player simply didn‘t come to fruition.

Parts and Service Support Still Available

Despite shutting down manufacturing, Victory has continued providing parts and service support to owners:

• The Victory Parts online store remains open with a wide inventory of components.

• Many former Victory dealers still supply genuine OEM parts and accessories at their shops.

• Aftermarket parts sellers like J&P Cycles, RevZilla, and Dennis Kirk carry Victory components.

• Independent mechanics who formerly specialized in Victory models continue servicing and repairing existing bikes.

So while you can‘t purchase a new Victory motorcycle, current Victory owners have no need to worry. There is still an industry in place to keep your bike running for years to come.

How Does Victory Compare to Indian Motorcycles?

As sister companies under the Polaris umbrella, Victory and Indian have some distinct differences in their identities and histories that led to contrasting outcomes:

While Victory and Indian were both American brands with V-twin roots, Indian‘s classic styling resonated better with cruiser buyers seeking that timeless look and feel. Indian bikes effectively filled the nostalgia niche not quite captured by Victory.

Why Indian Was the Survivor Under Polaris

So why did Polaris decide to keep Indian but drop Victory? Several factors made Indian the winner as Polaris consolidated its motorcycle strategy:

• Strong brand recognition: Indian is one of America‘s most historic and iconic motorcycle brands dating back to 1901. The name carries weight with enthusiasts.

• Unique identity: As Victory struggled to differentiate itself in the cruiser segment, Indian always had a distinctive aesthetic and focus that separated it from the pack.

• Fresh start: When Polaris acquired Indian in 2011, they essentially had a blank slate for a top-to-bottom relaunch. Victory was too established to successfully reboot.

• New technology: Polaris was able to outfit Indian bikes with innovative engines and features that modernized the brand. Victory relied more on existing tooling.

By ensuring Indian motorcycles had their own distinctive niche and identity, Polaris found a way for the brand to flourish even after Victory got the ax.

The Timeline of Victory‘s Demise

Victory‘s shutdown wasn‘t instant, but rather occurred in stages starting in early 2017:

• January 9, 2017: Polaris publicly announces the Victory brand will wind down over 18 months.

• February 2017: The final Victory Octane "Final Edition" bikes roll off the line, totaling 270 units.

• March 2017: Victory website closes custom orders and sells remaining new bike inventory only.

• April 2017: Victory Parts online store stops selling accessories for new bikes.

• December 2017: The last complete Victory motorcycles are assembled at the Iowa factory, finishing off components and parts inventory.

• Early 2018: All Victory equipment, parts, and other assets are sold off.

• January 2018: Polaris declares Victory wind down officially complete after 19 years.

So Victory had nearly a full year sell off inventory, tie up loose ends, and support existing bike owners with parts and service through early 2018. But no complete new Victory has rolled off the assembly line since December 2017.

Should You Buy a Victory Motorcycle Today?

If you‘re shopping for a used cruiser, is buying a Victory still a smart decision in 2024 and beyond? Here are some pros and cons to weigh:

Potential benefits of buying a Victory:

• Modern powertrains with high performance and reliability

• Competitive resale value compared to other major cruiser brands

• Ongoing parts support through Polaris and aftermarket sources

• Low-mileage, well-maintained examples still available

• Large Victory enthusiast community and owners‘ groups

Downsides to consider:

• No option to purchase new as factory production has ceased

• Aftermarket parts support may decline years into the future

• Potential lack of brand recognition versus Indian or Harley

• No ability to take advantage of factory incentives or financing

Overall, I think Victory still represents a solid used cruiser purchase as long as you‘re comfortable with the possibility of declining future parts support. A lightly used Victory can be a great bargain relative to comparable models from other brands.

The Legacy of Victory Motorcycles

While Victory motorcycles couldn‘t stand the test of time, the brand should still be remembered for pushing the American cruiser segment forward:

• Innovative technology: Anti-lock brakes, fuel injection, stability control, and more. Victory modernized cruisers.

• Power and performance: 92 to 106 cubic inch Freedom V-twin engines delivered ample torque and thrills.

• Handling and comfort: Bikes like the Vision and Cross Country were considered some of the best touring cruisers in terms of capability, ergonomics, and luggage capacity.

• Modern style: The sleek, curvaceous Victory look stood in contrast to traditional bulky cruiser silhouettes.

Victory brought cruiser design into the 21st century and forced the competition to step up their technology game. And thousands of loyal owners fondly remember the brand‘s unique combination of bold style, touring comfort, and American V-twin power.

So while the Victory brand didn‘t survive to the present day, its impact certainly didn‘t disappear.

Hopefully this guide has helped explain Victory‘s history and what led to their eventual demise. As a fellow motorcycle enthusiast, I‘m always happy to offer additional insight into this iconic American brand we all miss. Ride safe!