Harley Enters E Bike Market with Serial 1 Cycle

World Mover

Under the spin-off brand, Serial 1 Cycle Company, Harley-Davidson has realized their intention of manufacturing and selling eBicycles. Dubbed 'Serial 1,' the new eBike is being hyped as something that will “change the way the world moves again.” Slated for a Spring 2021 release, the Serial 1 website is promising the specifications and price on November 16, 2020.

Grail Name

Conceived by a small group of enthusiasts at the Motor Company's Product Development Center, Serial 1 is a fantastic blend of contemporary technology steeped in nostalgia. Its name and design are derived from the actual 'Serial Number One'—the oldest known Harley-Davidson motorcycle. Assembled from parts made in 1903, this 'grail motorcycle' is on display at the Harley-Davidson Museum in Milwaukee, Wisconsin.

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Power Sales

History has a way of repeating itself. Like most motorcycle manufacturers in the early 1900s, Harley-Davidson's first attempts at motorized transportation involved a bicycle and a gas motor. Fast forward a century and some, and the Motor Company's latest venture is a bicycle-powered by an electric motor. This is also not the MoCo's first foray into bicycle sales, the last was in 1917.

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Direct Experience

Aaron Frank, Brand Director for Serial 1 stated that the rationale to structure a new entity within Harley-Davidson was to “exclusively focus on delivering an optimal product experience.” The sub-branded eBikes will be sold directly to consumers through Serial 1’s website and possibly through select Harley-Davidson dealerships where customers should be able to test ride the Serial 1.

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Exponential Participation

It might seem out of character for Harley-Davidson to be entering the eBicycle market, but it appears they might have no choice. Market research firms predict that the United States is on its way to becoming the world's hotspot for eBike—with demand growing exponentially. The MoCo's participation is also probably due to Ducati and BMW already having eBikes on offer.

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Safe Commute

Expanding eBike sales are an unfortunate sign of the times, and a method for social distancing. In a Milwaukee Journal Sentinel article, dated October 27, 2020, Aaron Frank stated, “With the pandemic, people were looking for a safe way to exercise and get out of the house, and people in cities are looking for a way to safely commute that doesn't involve a subway or a bus.”

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Elegant Appeal

Serial 1 is very different from the eBikes Harley-Davidson first presented at the 2019 EICMA. With oodles of vintage appeal, it is a robust urban commuter with no suspension and perfectly integrated components. The engine is located in the bottom bracket and features a shiftless belt drive system. Classic-looking leather touches are complemented by elegant integrated front and rear lights.

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Lycra Days

Serial 1's sleek and intuitive design is a great example of form following function. Some critics are already questioning the ease of maintenance on the rear wheel setup and lack of mudguards, but this precludes a future accessory line. Another distinct reality is that there will be more Lycra than leather at your dealership's next 'demo days'.

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