Harley-Davidson Enters Electric Bicycle Market

Harley-Davidson has established a new venture concentrating on electric bicycles and anticipates releasing its initial product collection in the spring of 2021.

This new venture, known as Serial 1 Cycle Company, originated as an internal project within Harley-Davidson’s product development division. The company’s name is derived from “Serial Number One,” a historical nickname for Harley-Davidson’s earliest existing motorcycle.

The launch of this pedal-assist electric bicycle company coincides with a rapidly expanding e-bike market, driven by increased consumer interest following the COVID-19 pandemic. Harley-Davidson reports that the worldwide e-bicycle market was valued at over $15 billion in 2019 and is forecast to expand at a yearly rate exceeding 6% from 2020 to 2025.

The new Harley-Davidson brand, Serial 1, has not yet disclosed specific performance characteristics or technical specifications for its upcoming electric bicycle products. Nevertheless, the company has published multiple images of its initial model.

Image Credits: Harley-Davidson

This new business undertaking also arrives at a crucial juncture for the Milwaukee-based motorcycle manufacturer, which has experienced a decline in sales as its traditional customer demographic ages.

In July, Harley-Davidson reduced its global workforce by 700 positions as part of a company-wide restructuring initiative termed “The Rewire.” This plan, initially discussed by Harley-Davidson chairman, president, and CEO Jochen Zeitz during the company’s first-quarter earnings report in April, followed the introduction of the company’s first mass-produced electric motorcycle, the LiveWire.

“Establishing Serial 1 enables Harley-Davidson to participate significantly in this evolving mobility landscape, while simultaneously empowering Serial 1 to concentrate solely on the eBicycle consumer and provide a superior riding experience centered on freedom and exploration,” stated Aaron Frank, the brand director of the new company.

Harley-Davidson announced that Jason Huntsman will serve as president of Serial 1 Cycle. The leadership team also includes Ben Lund, holding the position of vice president of product development, and Hannah Altenburg as the lead brand marketing specialist.