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Challenger

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The Indian Motorcycle brand is recalling its newest creation, the Indian Challenger because the engine output shaft bearing may not have been sufficiently lubricated during the motorcycle’s assembly, which could possibly result in the bearing failing at a very low mileage.

This gets us to a recall with the National Highway Traffic Safety Administration because operating a motorcycle that was assembled with an improperly lubricated output shaft bearing may result in unintended or sudden deceleration, which may increase the risk of a crash.

It is a rarity in marketing to see a brand target a competitor as explicitly as Harley-Davidson just did with Indian and this “unofficial” ad on social media.

The guerrilla social media marketing campaign isn’t officially sanctioned by the Bar & Shield brand, so we are told, but it is hard not to see this as the American motorcycle company’s faithful throwing some shade at its biggest contender.