los angeles—Four years after resurrecting its 100-year-old flagship brand, Indian Motorcycle is calling on three Southern California agencies to help launch a new top-of-the-line model, the Chief.
John Stein’s boutique Band of Gypsies was tapped to act as a consultant on the project, said Fran O’Hagan, svp of product management and marketing at the upscale manufacturer in Gilroy, Calif. Stein, a veteran motorcycling enthusiast, worked with design firm Savage/Gaudet in Murrietta, Calif., to create ads for magazines in the category.
In addition, O’Hagan said the company called on TBWA\Chiat\Day to develop Web sites promoting the Chief line, whose models are priced between $16,995 and $20,495.
No ad budget was disclosed.
O’Hagan said he went with two smaller shops for the ad work because of their particular experience. “When you’re dealing with people who are into motorcycles, it is definitely easier to explain what you want,” he said. “Also, when you’re a small client dealing with a large agency, you can sometimes feel like a mouse dancing with an elephant.”
A longtime favorite among enthusiasts, the Indian brand traces its origins to 1901 with the introduction of what was essentially a motorized bicycle. The company shut down in 1953 but was revived in 1998 when new ownership bought the rights to the name and motorcycle designs.
“These are great motorcycles, the type that bike enthusiasts really love,” said Stein, adding that he owns 25 bikes, including two he keeps his living room. “They wanted someone who knows both advertising and motorcycles.”
Cory Savage, president of Savage/Gaudet, said he enlisted the services of Dexter Ford, a noted motorcycle expert, to produce the ads and collateral materials.
“This is a great opportunity for us,” said Savage, whose nine-person shop has been in business for 16 years. “They could have gone with a larger agency, but they selected us based on our knowledge of the market and the demographics.”
Small Shops Help Launch New Indian Cycles Line
