New York (AFP)
Harley-Davidson, known worldwide for its large motorcycles, has launched a company dedicated to electric bicycles, a way for the American group, whose customers are aging, to give themselves a facelift.
Dubbed Serial 1 and officially presented on Tuesday, the new company shows on its website photos of a stylish motorized bicycle prototype, with a black frame, brown seat and white wheels.
The first models should be available in March 2021, according to a statement which does not specify the selling price.
The name of the start-up is a nod to the nickname of the first motorcycle manufactured by Harley-Davidson, "Serial Number One".
The motorcycle manufacturer is a minority shareholder.
Created in 1903, the manufacturer has seen its sales erode in recent years, especially in the United States, its main market.
It is faced with the aging of its traditional clientele and the lack of renewal of its range, based on large twin-cylinder engines that are not very sporty.
To attract a younger audience, the manufacturer of Milwaukee (Wisconsin, north) launched in 2014 a new division dedicated to electric motorcycles, LiveWire.
It has also already presented prototypes of electric bikes in 2019.
Seria 1 for its part was created by a small group of employees of the manufacturer passionate about both motorcycles and bicycles, with the aim of creating an electric bicycle worthy of the name of Harley Davidson.
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