Harley-Davidson has began a brand new enterprise devoted to electrical bicycles and plans to launch its first product line available on the market within the spring of 2021.
The brand new enterprise referred to as Serial 1 Cycle Firm was born as a challenge inside the product improvement heart of the bike producer. The identify comes from “Serial Quantity One”, the nickname for Harley-Davidson’s oldest identified bike.
The pedal help electrical bicycle firm is launched in a booming ebike business fueled by rising demand within the wake of the COVID-19 pandemic. The worldwide eBicycle market was estimated to be over $ 15 billion in 2019 and is predicted to develop at an annual price of over 6% from 2020 to 2025, in accordance with Harley-Davidson.
The model new Harley-Davidson Serial 1 didn’t present any particulars on the efficiency or different specs of its new line of electrical bike merchandise. Nonetheless, the corporate has launched a number of pictures of its first mannequin.
The brand new industrial launch additionally comes at a essential time for the Milwaukee-based bike producer, which has seen its gross sales gradual as its core buyer base aged from its bikes.
In July, Harley-Davidson minimize 700 jobs from its international operations as a part of an in-house branded restructuring plan referred to as “The Rewire”. The plan, which Harley-Davidson president, president and CEO Jochen Zeitz first spoke about within the firm’s first quarter earnings name in April, adopted the launch of the corporate’s first manufacturing electrical bike, the Livewire.
“The formation of Serial 1 permits Harley-Davidson to play a key function on this mobility revolution, whereas permitting Serial 1 to focus solely on the eBicycle buyer and ship an unparalleled using expertise, rooted in freedom and ‘journey,’ Aaron Frank, the corporate’s new branding director mentioned in a press release.
Harley-Davidson mentioned Jason Huntsman is president of Serial 1 Cycle. The remainder of the chief staff contains Ben Lund, who’s VP of Product Growth, and Hannah Altenburg as Lead Model Advertising and marketing Specialist.