On October 27th, 2020, the Harley-Davidson established brand dedicated to making electric bicycles – called Serial 1 Cycle Company – announced its entrance into the market. It will release its first products coming March 2021.
The model to debut is called Serial 1. It’s a sleek black machine with fat white tires, a brown leather seat and handgrips, flexible brown chain, and light-up logos. The e-bike’s name is based on the nickname given to the iconic American motorcycle manufacturer’s oldest known motorcycle built-in 1903 – Serial Number One. Its appearance is also a reference to that prototype.
Aaron Frank, Serial 1 Cycle Company’s Brand Director, said:
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 change once again how cyclists and the cycling-curious move around their world with a Serial 1 eBicycle.
The spin-off company was born from Harley’s skunkworks Product Development Center. It’s made up of a select group of passionate motorcycle and bicycle enthusiasts dedicated to designing e-bike’s worthy of the Harley-Davidson name.
Frank told The Verge:
Great steps are being taken to make the bikes as easy and intuitive to operate as possible, which includes key features like a mid-mounted motor with an integrated battery, integrated lighting, and internal brake lines and wiring.
Harley-Davidson hasn’t posted any specs yet, but it does say that:
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.
E-bike sales have been skyrocketing in the United States recently; however, most are imported from overseas. According to the Light Electric Vehicle Association, the country imported 270,000 e-bikes last year, and this year, the number’s expected to end up somewhere between 500,000 and 600,000.
The global e-bike market in 2019 was approximately $15 billion, and it’s expected to grow significantly – 6% annually from 2020 to 2025.
Frank said:
The dynamic, fast-growing eBicycle space is at the forefront of a global mobility revolution. 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.
There’s no word yet how much a Serial 1 will cost, but the website has a countdown running until November 16th, 2020. After that date, there will likely be pricing information and pre-orders available.
Harley-Davidson isn’t the first motorcycle company to develop an e-bike. Ducati launched three off-road and foldable e-bikes recently, BMW is making e-bikes, and Audi and Jeep are making electric mountain bikes.
