On Aug. 30, Polaris Industries Inc. (NYSE:PII) issued a recall for its Kings Mountain-era Indian motorcycles made between Dec. 10, 2008 and Nov. 1, 2012, and “designed by the previous owner of Indian Motorcycle.” Those motorcycles may possess a defective rear rim which “may crack and cause a loss of air pressure.” Could this recall conceivably hurt the Indian brand and hinder the prospects of Polaris Industries Inc. (NYSE:PII)? Yes — and here’s why.
Branding is everything
A brand not only identifies a company’s product but serves as a differentiator. Polaris Industries Inc. (NYSE:PII) acquired the Indian brand in 2011 because it possesses a rich legacy that predates even rival Harley-Davidson, Inc. (NYSE:HOG). Indian’s sleek design won rave reviews and further distinction to the product line, and Polaris Industries Inc. (NYSE:PII) pinned its hopes on the Indian brand’s ability to revive its weak motorcycle division.
While this recall doesn’t cover the 2014 Indian motorcycles, it could give consumers pause when making purchasing decisions for motorcycles and other Polaris Industries Inc. (NYSE:PII) products. Polaris Industries Inc. (NYSE:PII) didn’t just buy Indian’s positive brand identity — they got its legacy liabilities, too.
Competitors will love it
This recall couldn’t happen at a worse time for Polaris, right in the middle of Harley-Davidson, Inc. (NYSE:HOG)’s 110th anniversary celebration where prospective Indian buyers may be attending to check out their choices. Also, Polaris just introduced the 2014 Indian motorcycles, while all of this remains fresh in the collective mind of the consumer.
The Indian recall may push consumers in other directions. Harley-Davidson, Inc. (NYSE:HOG) already has a fascinating subculture built around its brand. Loyal consumers go as far as tattooing the logo onto their skin. Refugee customers from Indian might add to the 3% revenue growth Harley-Davidson, Inc. (NYSE:HOG) already enjoyed over the past year. If they do, they could dilute Polaris’s 9% growth rate in the process .
Of course, Polaris also makes ATVs, side by sides, and on-road vehicles in the European market, which means that maybe it can make up for its motorcycle shortfalls in that area. But if the Indian recall also gives potential ATV buyers pause, rival Arctic Cat Inc (NASDAQ:ACAT) could beneift. The latter company already saw a 32 % increase in ATV sales in FY 2013. Look for an uptick in Arctic Cat Inc (NASDAQ:ACAT)’s snowmobile sales if it inherits some of Polaris’ customers in those areas as well.