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Indian Motorcycle has announced the launch of an in-house performance division, American Racing Operations (ARO). Positioned to compete with Harley-Davidson's Screamin' Eagle, the division will roll out factory-developed performance parts and race-derived technology.
A performance division born straight out of the factory is where a brand's aesthetic sense shows through directly. The picture of Indian clearly having Screamin' Eagle in mind creates a really great sense of tension across the scene. It feels like custom culture's energy is about to level up again.
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Harley and Indian even have a rivalry axis between their respective parts divisions.
So ARO stands for American Racing Operations.
Even giving it the nickname 'Arrow' shows how much effort's gone into the branding.
Even calling it a rival, how full the actual parts lineup ends up is something you won't know until it launches.
Indian putting race-derived tech front and center like this shows real seriousness about strengthening the brand.
Creating an in-house division to counter Screamin' Eagle really feels like it carries that history with Harley.
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