Polaris Registers “Victory Charger” Trademark for Electric Motorcycle


On January 27, Polaris Industries registered the name “Victory Charger” with the US Patent and Trademark Office.  Here’s the record of the registration: Trademark/Service Mark Application, Principal Register, Serial Number: 86515128, Filing Date: 01/27/2015

Polaris' Victory Charger registered drawing

Polaris’ Victory Charger registered drawing

There’s not much in the way of additional information, only “Electric motorcycles and structural parts therefor”. There is an interesting line that states “Status: New application will be assigned to an examining attorney approximately 3 months after filing date,” to give you an idea of the timeframe we’re looking at.

In spite of some creative graphics and a photo of a Brammo Empulse on the Motorcycle.com blog page, it has no bearing on reality, apparently.  As per the application: “The mark consists of standard characters, without claim to any particular font, style, size, or color.”

Victory logo art

Victory logo art examples

As we reported a few weeks ago, Polaris announced it acquired the electric motorcycle business of Brammo as well as acting as a leading investor in a recapitalization of Brammo.  Brammo will focus on developing electric drivetrains, and the relationship between the two in regards to the current Brammo models is unclear.  There has been no announcement from Polaris about their relationship with current Brammo dealers.

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9 Comments on "Polaris Registers “Victory Charger” Trademark for Electric Motorcycle"

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If the “Victory Charger” is a full size cruiser then H-D will have to start from scratch to design something that can compete against it. There is nothing they could do with a motorcycle the size of the Live Wire and compete against a 800+ pound full size cruiser.

Harley doesn’t compete with anybody. Other companies try to compete with Harley, but Harley doesn’t seem to notice, or care. Polaris’ sales figures reflect this fact.

Which is why they didn’t bother. There’s a reason the LiveWire looked like it did, and apparently this is lost on you.

Here’s me, not holding my breath.
As I’ve said before, I’d rather have seen them bought by Harley Davidson.

But yes, whatever segment the Victory Charger falls into, TMC will have to rush to respond. That’s not a good position to be in.

At this point, I’d be looking around to see which eBike company is ripe to be picked, but my paychecks don’t say Harley Davidson on them, so what do I know.

Why does Harley have to rush to respond? Do you really think that either of Polaris’ cruiser companies are an actual threat to HD? Because they’re not, if you’re going by actual sales numbers, and not wishful thinking from Harley haters and Polaris fanboys.

My concern is that once one of the big name companies recesses an eBike, another big name company will claim to have a product in the pipeline. Although Harley Davidson demonstrated the Livewire, they clearly indicated that it was to gauge market interest. By the way, yes I did get “up close and personal” with it at my local dealership. As a Harley Davidson owner, I don’t want to see them get to the table last.

I’m all for more electric cruiser-style bikes. Eventually there may be one I can afford, or more precisely, willing to spend the money on. I want something that only has 4 digits in the price.

Sadly, that’s going to take a while.

And likely not at all, at least from H-D. The Company has their “inexpensive” offerings; there is no compulsion for any future electric Harley to be among them.