Polaris Industries roared into March full throttle with a new line of motorcycles, first-time partnerships with Jack Daniel's and Red Wing Shoes and its first showing at the wildly popular South by Southwest music festival in Austin, Texas.
It also threw in an acquisition for good measure this month, buying California-based Taylor-Dunn, the maker of four-wheeled warehouse and factory vehicles, for an undisclosed price.
The moves continue to diversify Medina-based Polaris, building businesses that are not the off-road sports vehicles that are showing some weakness. Overall corporate sales in the fourth quarter fell 13 percent, with officials warning that this quarter would be tough as well.
But motorcycle sales surged 33 percent during the quarter and jumped 67 percent for the full-year.
Polaris' Victory and Indian lines have a long way to go to catch up to industry leader Harley Davidson, which had about 50 percent market share in the U.S. last year. But experts said Polaris' bold marketing moves should help.
Wells Fargo securities analyst Timothy Conder wrote in a recent research note that while the global motorcycle industry is expected to remain "flattish," he sees Polaris' Indian brand "gaining meaningful share" and Victory "returning to growth."
Polaris' biggest move of late is a new partnership with Jack Daniel's. Polaris agreed to build 150 limited edition Indian motorcycles with "Bottles and Throttles Don't Mix" on the front fender and a list on the back fender of Jack Daniel's master distillers over the years. The Jack Daniel signature is etched in chrome and stitched in leather. The models sold out in a day when Polaris opened preorders on March 4.
Harley Davidson also has had luck with a partnership with Miller High Life and a company-branded brewpub. The alcohol-related efforts of both companies, however, have analysts raising their eyebrows.