Back in the early 1990s Harley- Davidson systematically divested itself of what it then saw as its noncore operations - such as delivery vehicles , golf carts and other ' legacy ' enterprises . By 2010 it had re-grown a couple of extra limbs in the shape of Buell and MV Agusta , but CEO Keith Wandell dispensed with them at the time of the financial crisis - MV Agusta for the princely sum of around $ 4.00 , having bought it for around $ 109m barely a year earlier . Wandell had been hired as a Company Doctor , specifically to rescue Harley from impending doom , and fast forward a decade to another new CEO , this time Jochen Zeitz , and drastic surgery is again the order of day in Milwaukee . This time though , in among the ' Rewire ' highlights released alongside Harley ' s recent Q3 Fiscals , Zeitz has signalled that subsidiaries are back in fashion . Serial 1 Cycle Company is a new Utah based operation established to build on the bicycle and electric bicycle investments made in recent years as part of former CEO Matt Levatich ' s now abandoned ' More Roads ' strategic plan . As a dedicated brand , Serial 1 will debut its first eBicycles in March of 2021 . Taking its name from " Serial Number One ," the nickname for Harley-Davidson ' s oldest known motorcycle , Serial 1 will combine " Harley-Davidson ' s world-class product development capability and |
leadership in two-wheel electric propulsion with the agility and innovation of a start-up brand dedicated exclusively to the eBicycle product and customer ." Aaron Frank , Brand Director for Serial 1 Cycle Company , is quoted as
" first eBicycles in March of 2021 " saying : " When Harley-Davidson first put power to two wheels in 1903 , it changed how the world moved , forever . 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 eBicycle ." Described as having been born at a " skunkworks deep inside Harley- Davidson ' s Product Development Center ," the eBicycle project " began with a small group of passionate motorcycle and bicycle enthusiasts working with a single focus to design and develop an eBicycle worthy of the Harley-Davidson name . " The decision was made to structure the eBicycle business into a new entity that could focus exclusively on
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delivering an optimal eBicycle product and experience . The Serial 1 brand is led today by a team of Harley-Davidson alumni including Jason Huntsman , President ; Ben Lund , Vice President , Product Development ; Aaron Frank , Brand Director ; and Hannah Altenburg , Lead Brand Marketing Specialist . " Combining the freedom and simplicity of a bicycle with the effortless joy of electric power , Serial 1 ' s eBicycles will allow anyone to ride farther , faster and with less effort , making an eBicycle the perfect solution for urban commuting and |
recreational riding ." Harley says that the global eBicycle market was estimated to be over $ 15bn in 2019 and is projected to grow at an annual rate of over 6 percent from 2020 to 2025 . " The dynamic , fast growing eBicycle space is at the forefront of a global mobility revolution ," says Frank . " The formation of Serial 1 allows Harley-Davidson to play a key role in this mobility revolution while allowing Serial 1 to focus exclusively on the eBicycle customer and deliver an unmatched riding experience rooted in freedom and adventure ." Serial 1 Cycle Company , LLC , has been established as a Delaware limited liability company to " offer premium eBicycles that are guided by intelligent , human-centered design and crafted using the most advanced bicycle technology available ." www . serial1 . com |