IN 2021 THE SERIAL 1 WILL BE LAUNCHED ON THE MARKET WITH A HARLEY-DAVIDSON POWER

SERIAL 1, POWERED BY HARLEY-DAVIDSON, COMES TO THE ELECTRIC BIKE MARKET

Specialized brand will launch its first e-bikes in March 2021 

October 27, 2020 — MILWAUKEE, WIS., USA — Serial 1 Cycle Company, a specialty e-bike brand co-founded with American motorcycle manufacturer Harley-Davidson , Inc., today announced its entry into the e-bike at. The new company's first product line will hit the market in spring 2021.

The name of Serial 1 Cycle Company comes from “Serial Number One,” the nickname of the oldest known Harley-Davidson motorcycle. The company combines Harley-Davidson's world-class product development capabilities and market-leading two-wheel drive systems with the innovation of a start-up brand dedicated exclusively to e-bike products and customers.

“When Harley-Davidson first designed a two-wheel drive in 1903, it permanently changed the way the world moved,” says Aaron Frank , brand director for Serial 1 Cycle Company. “Inspired by the entrepreneurial vision of the founders of Harley-Davidson, we hope to once again transform how cyclists and those curious about cycling move around their world with a Serial 1 e-bike.”

Born as a secret project deep in Harley-Davidson's product development center, the e-bike project began with a small group of passionate motorcycle and bicycle enthusiasts working with a single focus to design and develop an e-bike, that of the name Harley-Davidson worthy.

A decision was made to restructure the e-bike business into a new entity that could solely focus on delivering an optimal e-bike product and experience. The Serial 1 brand is now led by a team of former Harley-Davidson executives including Jason Huntsman, President; Ben Lund, vice president and product development; Aaron Frank, Brand Director and Hannah Altenburg, Lead Marketing Specialist.

Combining the freedom and simplicity of a bicycle with the effortless joy of electric power, Serial 1 e-bikes allow anyone to cycle further, faster and with less effort, making an e-bike the perfect solution for urban travel and the Cycling in your free time. The global e-bike market was valued at over $15 billion in 2019 and is forecast to grow by more than 6 percent annually between 2020 and 2025.

“The dynamic and rapidly growing e-bike market is at the forefront of a global mobility revolution,” says Frank. “The creation of Serial 1 allows Harley-Davidson to play a key role in this mobility revolution, while allowing Serial 1 to focus exclusively on the e-bike customer and deliver an unparalleled cycling experience rooted in freedom and adventure. “

External link: Serial 1

Photo credit: Copyright Harley-Davidson / Serial 1