The Sturgis Motorcycle Rally, perhaps the largest collection of bikers in the world, has long been a magnet for motorcycle manufacturers to show off their new models.

Every year, Harley-Davidson Motor Co. rents the entire Rushmore Plaza Civic Center in Rapid City to show off its new models and entertain its most loyal customers. In 1996, the Hanlon brothers unveiled their prototype Excelsior-Henderson motorcycle, reviving an old brand name that, unfortunately, didn’t survive its own revival.

Another classic motorcycle name, Indian, is about to make another run at the motorcycle mainstream. And it’s no surprise that Indian Motorcycle Co. has chosen Sturgis to show off its debut bike. The first 2009 Indian Chief will be displayed at the corner of 4th and Lazelle in downtown Sturgis, according to what I’ve read in the motorcycle press.

Classic motorcycle aficionados have a warm place in their hearts for Indian Motorcycles. Built from 1901 to about 1953, these bikes became extreme examples of 1950s style. Big fenders covered nearly half the wheel. Leather fringe decorated the seat. A big gear shift lever stood next to the handlebar. And on top of the fender, every Indian bike had a lighted Indian head.

These bikes were cool when cool wasn’t cool.

The thousands of hard-core Harley folks who travel to Sturgis would likely be surprised that the Sturgis Rally founder Pappy Hoel was no fan of Harleys. He operated an Indian dealership in Sturgis for much of his adult life.

But after its American demise in the 1950s, the Indian name faded from memory. By the 1990s, it had been forgotten by all but a few motorcycle lovers. I remember one Rapid City newspaper — not the Rapid City Journal — ran a story about an upcoming Indian motorcycle show. But the editors rewrote the release as a “Native American” motorcycle show.

Oh, the brand indignity!

In recent years, there have been various attempts to revive the name. This outfit, out of North Carolina, seems serious about it. They’ve got several Chief models ready to roll, and they’re building a dealership network.

We’ll have to see. But if you’re in Sturgis next month, you’ll have a chance to see the new Indian Chief for yourself.