In many ways quite a cool brand. Like a Harley, but not a Harley, but not an immitation either. For someone who wants a custom but doesn't want to look like they've only heard of HD and know nothing else of bikes (but doesn't want a victory for whatever reason).
Retro-styling is popular - just ask Kwak (W800), Trumpet, Duke, Guzzi, Honda (CB11), and so on.
Indian riders of old may be a bit thin on the ground, but the likely audience of RUBs who are gonna buy these may want 1940s/50s style but they ain't gonna tollerate 40s/50s performance or ownership experience. This can only be good for the market, as HD are gonna have to up their game in terms of trimming the fat, tautening the ride and generally going better. This has already begun - journalists are getting a bit repetitive by saying "not like Harley brakes of old" over the last 6 or 7 years; HD HAVE upped their game. No, they're not sportsbikes, but they ain't supposed to be.
Sure the Knucklehead / Panhead / Shovelhead enthusiasts may not like it; but they are a literal dying breed of customer for HD - hence the Dark Customs range to attract a new audience.
What I really hope is that we start to see a propper era of different choice for customs. The range is still too heavy on the air-cooled V-Twin. Thanks to Duke for the Diavel to be at least a little different, and Yamaha for the VMax (how much?!?) for a V4 (even if they did kill the V4 Venture Star), and Trumpet for the Parallel Twins and inline Triples.
But Honda - why kill the flat 6 custom for a 750 twin as your only current option? Suzook - so many GSX engine based customs out there...make one!! And Indian...build a 4. Ok, they weren't the best bikes of their era, but the heritage can exist alongside a different option (I thought you wnated to play on the history of 'innovation'?)