Which brings us to Indian Part Two's next big blunder-failure to properly target the competition. This is Sun Tzu 101; attack your rival where they are weakest, not strongest. By aiming at Harley in the high priced cruiser bracket, Indian ran straight into the dragon's mouth, covered in barbecue sauce. Thus far it looks like the new company is repeating that mistake. With the no-frills Chief Standard tipping the financial scales at $30,999, Indian locks horns with Harley's Ultra series and CVO models in the same price bracket. Why would you pay that much money for leather bags, fringe, and a light up fender ornament when you can get custom paint, a bigger motor, and a stereo with MP3 hookup for the same price? Don't want all the extra bells and whistles? Then why not get a Road King, Kingpin, Stratoliner, VTX, or other big cruiser for a third or half the price, with the added bonus of a warranty from an established manufacturer? Psst, just to let you in on a little secret, none of those bikes are selling like they used to either.