Baby Boomers To Toddlers: Harley-Davidson and StaCyc
The Motor Company is creating the next generation of riders.
New IRONe
Psychedelic rock band Jefferson Airplane's drummer Spencer Dryden once stated, “Get them while they're young...” The Motor Company heeded this advice in 2018 with their acquisition of StaCyc — a producer of electric balance bikes for kids. Dryden also famously added, “...and bend their minds.” Seems the MoCo is following this directive too, evident by promo videos of kids shredding dirt on the new IRONe.
Next Generation
The StaCyc deal marks Harley-Davidson's efforts to diversify its business. The acquisition and re-branding of the electric-powered balance bikes, aimed at kids ages three to seven, is all part of the Motor Company's “More Roads to Harley-Davidson” campaign. With the goal of attracting millions of new riders to the fold, the MoCo is literally “building the next generation of riders,” with the new IRONe.
Brilliant Tactic
The IRONe might be targeted at kids, but parents are the ones buying. Harley-Davidson unabashedly states on their website, that the electric balance bikes are “for kids with parents who want to share their love for riding.” Getting children committed to the Harley-Davidson brand seems like a brilliant tactic — if not a bit insidious.
Riding Enjoyment
Brand commitment and marketing morals aside, the IRONe does look fun and the sales intent genuine. Heather Malenshek, Harley-Davidson's Chief Marketing Officer/Senior Vice President Marketing & Brand spoke to this fact after the acquisition, “The StaCyc team shares the same vision we have...we believe that together, we will have a significant impact in bringing the fun and enjoyment of riding to kids everywhere.”
X Games
StaCyc Stability Cycles, now a subsidiary of Harley-Davidson, is a Fort Worth, Texas-based company founded in 2016. The Motor Company unveil both versions of the IRONe at the 2019 Minneapolis X Games. According to the Motor Company's website, the IRONe12 is perfect for riders under five years old, and the IRONe16 for riders over five with an 18-24-inch inseam.
Broaden Appeal
Prior to acquiring StaCyc, Harley-Davidson bought a stake in California-based Alta Motors, a maker of electric-powered motorcycles. At the time, the Motor Company said that the investment was linked to the LiveWire launch, and to broaden its appeal by introducing eproducts and smaller bikes. Part of the move is also an attempt to reach potential women riders — something that has been met with limited success.
Power Modes
The IRONe is powered by a 20V 2Ah lithium-ion battery with a run-time of up to 60 minutes. Both models are controlled by a twist throttle and offer three power selection modes. The Training Red Mode tops off at 5mph. Standard Yellow Mode runs up to 7mph. Advanced Green Mode ranges from 9mph on the IRONe12, up to 11mph on the IRONe16.
Try On
In an era of protective parenting, Harley-Davidson hopes that the IRONe will introduce safe two-wheel adventures. Speaking to investors, CEO Matt Levatich stated that apparel and products like the IRONe was one of the “easiest ways people could try us on and begin their journey with us.” At an MSRP of $699, the IRONe is a bargain at roughly one-tenth of the cost of an entry-level Harley-Davidson.
For help with DIY service of your bike, check out the how-to section of HDForums.com
