High Road vs. Playground Tactics: Why Indian’s Attacks on Harley-Davidson Are Backfiring
While Indian spotlights its rival, Artie Starrs is quietly winning hearts, restoring pride, and earning respect — proving class and competence may be the smarter strategy.
Raine Devries | 16 June 2026
In recent weeks, conversations among industry insiders, dealer lots, online forums, and social media groups have turned to Indian Motorcycle’s marketing strategy — one that repeatedly places Harley-Davidson and its CEO Artie Starrs front and center. Initially, it reminded me of a pip-squeak bully at elementary school throwing rocks on the playground for attention — and to many observers, it increasingly reads as calculated rather than confident.
Meanwhile, Harley-Davidson’s community has largely taken the high road, sharing stories that highlight a refreshing sense of positivity under the new leadership.
Leadership Momentum Under Artie Starrs
Since stepping in as President and CEO on October 1, 2025 — a mere 258 days ago as of this article being published — Artie Starrs has moved with impressive speed. He has restored the classic Bar & Shield logo, advanced the “Back to the Bricks” focus on core products and profitability, and prioritized direct dealer engagement. Dealers report better communication, genuine listening sessions, and alignment around long-term success.
One story shared with me provides an example to the type of man Starrs is: A Harley dealer, wearing his H-D shirt and dealing with leg pain at the airport en route to Milwaukee, struck up a conversation with another man in Harley gear. That man was Artie Starrs. Quietly noticing the dealer’s discomfort, Starrs swapped his own first-class seat to give the dealer more legroom and less walking. Small, thoughtful gestures like this — combined with dealership visits where he truly listens to everyone — are earning Starrs real respect on the ground.
And although Starrs lacked a traditional motorcycle industry background, Marquette University Associate Professor of Management Margaret Hughes-Morgan believed it wouldn’t be an issue. Hughes-Morgan pointed to Starrs’ proven success at Topgolf - where he was previously CEO after being at the helm of Pizza Hut - as clear evidence that he knows how to connect with modern consumers and drive growth by saying, “I think this was a wise choice for Harley-Davidson; he knows how to get people’s discretionary dollars for sports activities.”
Marketing Tactics: Self-Reliance vs. Rival Spotlight
Harley-Davidson’s communications typically highlight its own heritage, rider experiences, product strengths, and strategic direction. Indian, by contrast, frequently weaves Harley-Davidson into titles and opening sentences (e.g., dominating “in Harley-Davidson’s backyard”). While this may deliver short-term SEO lift and rivalry drama, it shifts attention away from Indian’s independent merits and strikes many industry players as unprofessional gamesmanship rather than authentic competition.
Jonathon Klein’s coverage of Indian’s Attack on Harley
Indian Motorcycle Launches Attack Ad on Harley-Davidson
Harley’s Stock Has Only Risen Since Indian Motorcycles Attack Ad Campaign
Company Histories at a Glance
Harley-Davidson (est. 1903) is America’s oldest continuously operating motorcycle company, having survived depressions, wars, and countless challenges as a public company with deep global roots.
Indian Motorcycle (est. 1901) ceased operations in 1953 and lay mostly dormant for 58 years. Revived under Polaris in 2011, it became standalone again in February 2026 under Carolwood LP and new leadership.
Dealer Council Throws Full Support Behind Starrs
George Gatto is Chairman of the Harley-Davidson Dealer Council of the National Powersports Dealer Association and owns Three Rivers Harley-Davidson and the Council recently released this open letter of support for Artie Starrs and upper management within H-D.
In response to the open letter, the Council has received numerous letters of support from several regional H-D dealer associations expressing shared sentiments.
“New leadership under Artie Starrs truly is listening and working with dealers and we are already seeing results,” said Gatto. “Moving RevMac back to the U.S., bringing back the 883 Sportster, and introduction of new models. It feels good to be an H-D dealer again!”
Gatto went on to allude to even further good news on the near horizon - in other words, Starrs and the H-D team do not appear to be applying the brakes to the improvements anytime soon.
The Bigger Picture: Collaboration Over Conflict
The motorcycle industry has largely moved past its toughest headwinds and is now focused on adaptation and growth. Getting a driver’s license and a first car was once a defining rite of passage, but today many young people default to rideshares like Uber and Lyft. Attracting the next generation of riders — who bring different values, priorities, and lifestyle expectations — requires fresh thinking, modern experiences, and smarter marketing.
This challenge is not unique. Over the past 15 years, the wine and cruise industries have faced similar pressures and have worked to broaden their appeal through modernization, new experiences, and updated marketing — driven by necessity for growth and shifting consumer preferences. Like them, the motorcycle industry is engaged in an ongoing adaptation rather than a single defining moment.
In the end, the brands that thrive won’t be the ones throwing rocks at their rivals — they’ll be the ones building a bigger, more exciting, and more profitable future together.
From the article above :
"Over the past 15 years, the wine and cruise industries have faced similar pressures and have worked to broaden their appeal through modernization, new experiences, and updated marketing — driven by necessity for growth and shifting consumer preferences. "
By far the most important point in this analysis. The cruiser segment is in steep decline, but both American cruiser OEMs have ample opportunities to find sustainable growth and new audiences. Indian Motorcycle's negative ad campaign, however, is not the way.
I can attest to much of what you have written in this article. A mutual friend told me about the dealer who was given Artie Starrs seat in 1st class while Artie took his seat in business class. I have heard about other things that happened to other dealers on the same trip. As far as I am aware, there is not a single Harley-Davidson dealer who is not highly impressed with what Artie Starrs has done as the new CEO of Harley-Davidson! I can't speak for what consumers will do, but within the Motorcycle Industry, this strategy is turning a lot of industry insiders against Indian. Some of the most vocal of those were vocal supporters of Indian, until recently. Many of them, are trying to give him the benefit of the doubt, but are questioning if they really knew Mike Kennedy. This episode is heartbreaking for many in the industry -- some of whom seem to be implying that this episode might spell the end of Indian.