Ultra Motorcycle's heavy cruiser motorcycles aim to hold their own against Harley Davidson. The company sells V-twin powered cruisers; models include the Groundpounder, the Intimidator 300, the California Kid, and the Apache Lowko. The chopper-style bikes feature customized parts and accessories; they are sold through independent dealers in the US, as well as in New Zealand, South Africa, and the UK. The company's bikes are marketed in Europe through the Belgium-based Legend Motorcycle Group (operating as Ultra Motorcycle Europe). In addition, Ultra Motorcycle ships an unassembled "Bike-in-a-box" to its do-it-yourself ride enthusiasts.