Famous American motorcycle manufacturer Harley-Davidson has just launched its first production ebike and with it, a whole new brand and company division.
Known as Serial 1 Cycle Co., the brand takes its name from “Serial Number One,” the nickname for Harley-Davidson’s first motorcycle.
As you can see from the photos accompanying this article, the bike is aimed at a style conscious ‘urban cruiser’ market.
But what the launch underlines most heavily is the power of an automotive brand. News of the launch was published in mainstream media everywhere from USA Today through to the Daily Mail UK, the Robb Report, Forbes, PCMag and more.
Harley-Davidson say there won’t be any bikes ready for sale until the first half of 2021. There’s also no news as yet on Australian distribution.
“When Harley-Davidson first put power to two wheels in 1903, it changed how the world moved, forever,” said Aaron Frank, brand director for Serial 1 Cycle Company. “Inspired by the entrepreneurial vision of Harley-Davidson’s founders, we hope to once again change how cyclists and the cycling-curious move around their world with a Serial 1 e-bicycle.”
“The dynamic, fast-growing e-bicycle space is at the forefront of a global mobility revolution,” added Frank.
It’s quite likely that Harley-Davidson’s new ebike division is not just a marketing play, but a genuine attempt to seek new markets. Since they peaked in 2006, Harley-Davidson motorcycle sales have been trending downwards.
Other motorcycle brands are also jumping on the ebike bandwagon. Ducati has a range of Enduro e-MTB’s, BMW is selling more euro-urban styled ebikes.
Yamaha, which is a major ebike motor supplier to Giant, has also been producing complete Yamaha branded ebikes.