Harley-Davidson on Monday unveiled images of the new e-bicycles it plans to begin selling under its Serial 1 Cycle Co. brand.
The new brand takes its name from “Serial Number One,” the nickname for Harley-Davidson’s first motorcycle.
The a new brand will focus exclusively on the electric, or e-bicycle, market.
The bicycles range in price from $3,399 to $4,999
Harley-Davidson unveiled the brand in late October. Entering the electric bicycle business underscores efforts to remake Harley-Davidson into a more nimble company that reacts quickly to market conditions and consumer preferences.
The Serial 1 products are known as pedal-assist electric bicycles. They are the same as bicycles except they have a small, battery-powered electric motor that will give you extra power if you need it while you are riding.
The e-bicycles will be available via direct-to-consumer sales online and select Harley-Davidson dealers.
Serial 1 bikes are designed and developed in Milwaukee and are manufactured in Taiwan.
The e-bicycle is likely to appeal to city dwellers who are looking for different modes of transportation.
Here are the models and some specifications that were introduced Monday:
- MOSH/CTY: 529Wh battery; 35-105 miles range; 48.3 pounds; MSRP $3,399.
- RUSH/CTY STEP-THRU: 529Wh battery | 30-90 miles range; 59.5 pounds; MSRP $4,399.
- RUSH/CTY: 706Wh battery; 35-115 miles range; 59 pounds; MSRP $4,499.
- RUSH/CTY SPEED: 706Wh battery; 25-115 miles range; 59 pounds; MSRP $4,999.
The e-bicycles charge with a regular household current.
According to The NPD Group, a market research company, bicycle sales in June were up 63% over the same month in 2019. Those gains “primarily stemmed from higher-end bikes typically purchased by enthusiasts, including road, gravel and full suspension mountain bikes, as well as electric bikes,” NPD said.
Serial 1 plans to launch with the /CTY lineup in 2021. The brand is accepting pre-orders via the Serial 1 website: www.serial1.com. Deliveries of pre-sale orders will begin in early spring 2021.
Contact Joe Taschler at (414) 224-2554 or [email protected]. Follow him on Twitter at @JoeTaschler or Facebook at facebook.com/joe.taschler.1.
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