Serial 1 may have started as a side hustle under the Harley-Davidson umbrella, but the age-old struggling motorcycle company announced Tuesday that they’re going all in. The plan is to launch Serial 1 Cycle Company early next year. It’s an entire new business venture, solely dedicated to electric bicycles worthy of the Harley-Davidson name.
After a series of layoffs and plummeting sales this year, the Milwaukee-based company is most likely counting on this new enterprise to keep them afloat. The surge of e-bikes amid the COVID-19 pandemic remains steadily on the rise. (Smart pivot, Harley) More people are flocking to this greener, cleaner alternative to cars, motorcycles, and public transportation, especially for the urban commute. If you haven’t yet, get ready to see e-bikes everywhere. The supply is chasing the demand and even automotive companies like BMW, Audi, and Jeep.
Technical specifications of Serial 1 remain unannounced, but they did release photos and a promo video to build up buzz. And let me tell you, it’s elegant as hell. It’s equipped with a shiny black finish, brown leather accents, large white tires and built-in headlights that all add to the industrial nostalgia. Even if you’ve never been a Harley-Davidson fan, you’ll suddenly feel the need to showcase this functional piece of art in your garage. And if you’re already are a Harley fan, don’t worry, you’ll feel just as badass as the OG on a black leather jacket on the back of this bike.
If you’re thinking Serial 1 sounds familiar, you aren’t wrong. It comes from “Serial Number One,” which is the nickname for Harley’s oldest, most iconic motorcycle. It’s an ode to the old and a celebration of the new, this greener alternative is exactly what the earth needs right now. Even though it’s a crowded competitive market, Harley-Davidson has a cult following. The question remains whether or not their consumer will convert.
Serial 1 is expected to be available in the first half of 2021, along with an entire lineup of electric bikes, mopeds and possibly even a scooter.
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