In a surprise announcement from owners Polaris Industries, Victory Motorcycles – represented in Malaysia by Naza – will immediately begin winding down operations. Victory will assist dealers in liquidating stocks, as well as providing warranty and spare parts support for the next 10 years.

“This was an incredibly difficult decision for me, my team and the Polaris board of directors,” said Polaris chairman and CEO Scott Wine. “We have invested not only resources, but our hearts and souls, into forging the Victory Motorcycles brand, and we are exceptionally proud of what our team has accomplished.”

The news comes at a time when the worldwide motorcycle market for premium bikes is facing soft sentiment, and Victory has struggled to establish itself as a global player, despite being established 18 years ago. Polaris, which also owns the Indian Motorcycle and Slingshot three-wheeler brands, intends to concentrate on those names instead.

“This move allows us to optimise and align our resources behind both our premium, high performing Indian Motorcycle brand and our innovative Slingshot brand, enhancing our focus on accelerating the success of those brands,” said Wine. There was no word on arrangements for its international representatives.

Such an announcement has taken the market by surprise, as Victory, last year, announced the launch of the Victory Octane, touted to be the most powerful and best-handling American cruiser, as well as the Empulse TT e-bike. Victory has had a presence in Malaysia since 2013.