US Highland is Price is Right showcase

The Highland Street Tracker

Born in Sweden, growing up in Oklahoma and losing its parents in a matter of a few years, U.S. Highland Motorcycles will now make it onto the granddaddy of American TV games shows, The Price is Right, officials say.

While that may not seem like the best way for the fledgling builder to build street cred, it is a way to expose  the marque to millions.

"Exposure to the 5.1 million daily Price Is Right viewers will create high brand awareness for Highland and help fuel excitement in the sport of motorcycle racing," sales and marketing director George Smith told US Marketwire. "US Highland has received well over 200 online orders since July 1st, 2010 for its high performance line of motorcycles, exceeding expectations for its 2011 product launch. We expect the November 10th Price Is Right airing to fuel even more orders."

The Viking 950

The Highland motorcycle will be part of the final showcase.  The featured bike will be a 450 MX model, and was filmed on October 18th. The airing date is on November 10th.

The company engineers MX, supermotard, enduro and road bikes in Sweden and builds them in the Oklahoma using proprietary engines. The company has "super dealers" and is building a dealer network that will have a few floor model bikes, but the primary focus is on building the bikes specifically for customers.

Check out their offerings at their website.

The company has kept going despite a plane crash earlier this year that killed their president and two other executives. The company was founded by former Husqvarna officials.