Before you ride ’em, you gotta buy ’em.
Don’t let the media tell you what to buy, allow me!
An extreme and absurd view for the heck of it
by Ujjwal Dey with illustrations by Wayfarer & friends
Monster Energy and Yamaha Racing celebrate partnership with a new global race team livery for the 2023 MotoGP, AMA Supercross and Motocross, and MXGP seasons
MARIETTA, Ga. – January 20, 2023 – Yamaha Motor Corporation, USA (YMUS) is pleased to announce a renewal with Monster Energy, and a strengthened global partnership celebrated with a new Monster Energy Yamaha race team livery for 2023. Breaking cover today at a global race team celebration in San Diego, California, the Monster Energy Yamaha Star Racing and Monster Energy Yamaha Factory MXGP and MX2 team’s YZ race machines will sport the same exciting new look as the Monster Energy Yamaha MotoGP Team’s YZR-M1’s.
Ahead of tomorrow’s San Diego Supercross, the worlds of Supercross, MotoGP, and MXGP were brought together for the unveiling of the YZs. Monster Energy Yamaha Star Racing’s Eli Tomac and Dylan Ferrandis were on hand to reveal the new look of their YZ450Fs for the 2023 Monster Energy AMA Supercross and AMA Pro Motocross seasons, which are part of the inaugural SuperMotocross World Championship series. MXGP rider Jeremy Seewer was there for the presentation of his Monster Energy Yamaha Factory YZ450FM, which he will race for top honors in the 2023 FIM Motocross World Championship. 2021 MotoGP World Champion Fabio Quartararo also attended to share his YZR-M1, which was revealed earlier this week at the Monster Energy Yamaha MotoGP Team’s livery launch in Jakarta, Indonesia.
Ready for battle, the new look features camouflage and blends Yamaha and Monster Energy’s colors with the addition of gray for a refreshed, younger look. Designed by renowned Italian designer Aldo Drudi, the new global livery symbolizes Monster Energy and Yamaha’s combined passion for motorsports and a strong relationship between the brands. Together, Monster Energy and Yamaha Racing have enjoyed multiple championships and race wins at the highest levels of the sport.
Monster Energy and YMUS have a history of success in the AMA Supercross and Motocross Championships, with 39 premier class victories, including three 450 class titles in the past two years and topping the manufacturers’ points standings in the 450MX Pro Motocross Championship for two years running. In the 250 class, the Monster Energy Yamaha Star Racing team has amassed an impressive eight titles, four 250MX Pro Motocross Manufacturer Championships, and 79 victories. More recently, defending 450SX Champion Tomac got off to a flying start, taking a thrilling victory aboard the all-new YZ450F at the opening round in Anaheim, California.
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Dave Gowland – VP Motorsports Marketing, Monster Energy
“Monster Energy is all about winning, and we’re enthused to enter the 2023 global racing season with Yamaha Racing. Monster Energy competes and excels in motor racing disciplines and championships the world over, and when we go racing, we go to win. We couldn’t be happier than to enter the 2023 Monster Energy Supercross Championship with Monster Energy Yamaha Star Racing, the MXGP World Championship with the Monster Energy Factory MXGP and MX2 teams, and the MotoGP World Championship with the Monster Energy Yamaha MotoGP Team. Powering into 2023 with Yamaha and our collective new global livery for 2023 puts us in a position to fight for race wins and championships, and that’s exactly what we’re about. Bring on 2023. We’re here to win.”
Steve Nessl – Motorsports Marketing Manager, Yamaha Motor Corporation, USA
“Monster Energy and Yamaha have a history of success here in the U.S. and overseas. Together we have enjoyed multiple championships and race wins in Monster Energy AMA Supercross and AMA Pro Motocross, including three premier class titles over the past two years and eight 250-class titles. It’s truly a global collaboration between the two brands, and we’re thrilled to celebrate our strengthened partnership with this exciting new livery that will be shared in MotoGP, MXGP, and AMA Supercross and Motocross Championships. We look to keep building on our success and have already got the 2023 season off to a great start with Eli Tomac’s thrilling victory aboard the all-new YZ450F at Anaheim 1. I’d like to thank Monster Energy for their continued support and look forward to more race wins and championships in the future!”
Paolo Pavesio – Marketing & Motorsport Director, Yamaha Motor Europe N.V.
“Monster Energy and Yamaha have enjoyed a long and successful partnership in MXGP, with the two brands enjoying a huge amount of success together. Over the past seven years, Monster Energy Yamaha Factory MXGP and MX2 riders have secured 81 race wins, the 2021 MX2 World Championship title with Maxime Renaux, and four manufacturer titles across both classes. During this time, the collaboration between Monster Energy and Yamaha has evolved into a truly global partnership, with the two brands mutually supporting each other worldwide. This is illustrated very clearly by the consistency of the Monster Energy livery in MotoGP, MXGP, and AMA for 2023, which features an exciting new design that will better appeal to a younger audience. I am very proud of what we have achieved together. I would like to thank Monster Energy for their continued trust in Yamaha, and I look forward to making our partnership even more successful in the future.”
Answer Announces Partnership with BarX Suzuki 250 Team for 2023 Season
Fort Worth TX – January 5, 2023 – Answer Racing today announced its sponsorship of the BarX Suzuki racing team for the 250cc class in the 2023 Supercross and motocross seasons.
The BarX Suzuki team, which features riders Derek Drake, Carson Mumford, Robbie Wageman and Ty Masterpool, will sport Answer Racing jerseys, pants and gloves for their races in 2023. Team jerseys and pants will be from the company’s Elite product line and each race will feature a different color scheme, including an All-American design for Military Appreciation Day at the race in San Diego.
“Everyone at Answer Racing is thrilled to return to Supercross and motocross racing in 2023, this partnership with BarX Suzuki makes it really special. We are confident this will be a breakout year for these motivated young riders,” says Brent Ash, Brand Manager for Answer Racing.
“BarX is a great addition to Answer Racing’s support of elite amateurs and grass roots marketing efforts. Their young team will be exciting to watch,” says Nick Wey, Brand Ambassador for Answer Racing.
“We are thankful to have the support of Answer, with the style and quality they bring, our riders’ confidence is over the top,” said Myron Short, managing partner of Team BarX. “BarX Suzuki has very big goals for this year, and we strive to achieve them. Our riders and crew are working very hard leading into the 2023 season.”
“Wearing our top-of-the-line Elite gear, with a dynamic set of BarX and Answer Racing colors and graphics, will give the athletes a look that will stand out from the rest of the class,” Ash continued.
Answer Racing apparel products have long been the standard for high performance racing and off-road riding gear. The 2023 Supercross season will kick off at Angel Stadium in Anaheim, California on January 7, 2023.
About Answer Racing: Answer Racing was started in 1976 with a goal of providing hardcore motocross enthusiasts with products they could trust. Decades of champions were forged in the hearts and minds of Answer Racing’s creative engine. Fast forward to today and Answer Racing has not lost sight of the original vision, putting its nearly five decades of experience behind bars into every product. More information can be found at answerracing.com.
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Buell® Announces Upcoming Job Openings for Q1 of 2023 based in Grand Rapids, Michigan
Buell Motorcycles, a Grand Rapids, Michigan-based manufacturer of high-performance motorcycles, is looking to add skilled and motivated individuals that have a passion for building exciting new products, contributing to a dynamic work environment, and becoming part of the Buell team.
“We are excited to take another big step forward in the continued growth of Buell. Today that big step forward is growing the Buell team here in West Michigan,” said Steve Laham, Chief Products, Development & Strategist Buell Motorcycle Co. “The Buell team’s expansion is in a multitude of areas of growth and will allow us to continue providing high performance motorcycles in the marketplace.”
Over the next three months, Buell will be hiring full and part-time employees across multiple areas within the company including:
- Engineering
- Manufacturing Operations
- Digital Marketing Specalist
- Production Staff
- Painting Professionals
Prior skills and experience are a plus, but not a must with the right enthusiasm, self-motivation and a willingness to contribute to a dynamic work environment, and becoming part of the Buell team.
“We’ve built out an excellent senior leadership team with deep experience across the motorsports and transportation industries that all have a passion for two-wheeled products.” said Bill Melvin, CEO of Buell Motorcycle Co. “We are looking towards the future of the company and will continue to grow our team here in Grand Rapids to keep up with demand and develop some new exciting products.”
With formal job postings expected in Q1 of 2023, interested parties can submit their resume and position of interest to careers@buellmotorcycle.com.
Buell is back and delivering performance and excitement at every turn. For future Buell updates, follow our news page on our website and our social media pages.
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Mustang Seats Acquired by Veteran-founded Investment Firm LDR Growth Partners
New Growth-Oriented Owners Will Invest in Company’s Factory Operations, Marketing Programs and Presence with Customers
Three Rivers, Massachusetts – April 4, 2022 – LDR Growth Partners today announced the acquisition of Mustang Motorcycle Products LLC, maker of Mustang Seats and related motorcycle accessories, in a private transaction closed last Friday. Mustang, known for high-quality, handmade motorcycle seats, was founded in 1980 near Three Rivers, MA, where the company maintains factory operations. Mustang was purchased out of Motorsport Aftermarket Group, owned by a group of investors, led by Monomoy Capital Partners.
“Mustang Seats presents a tremendous opportunity for us at LDR,” said William Brame, partner at LDR and co-head of its acquisition business. “Our unique approach is in providing growing companies the resources they need to continue to expand while identifying areas for new value creation. We’ll invest in people, technology, and the machinery the company needs to help deliver the iconic Mustang Seats to motorcycle riders looking for our products domestically and internationally.”
Mustang employs 85 people in a historic facility in Three Rivers. The company was founded by Al Simmons and named after the legendary P51 military aircraft from World War II. Mustang designs and manufactures a variety of styles of seats, with fitments for all major brands of motorcycles. The company also offers rider and passenger backrests and seating-related products.
LDR Growth Partners is a private investment firm focused on acquiring and growing unique, cash flow generating businesses in the manufacturing, industrial products, and transportation sectors. The company currently owns and operates Whitman Controls, a 50-year manufacturer of process automation controls with large, multinational customers across a range of industries. LDR, founded in 2011 by three US Army officers, is also the owner of LDR Advisory Partners and LDR Leadership, firms which focus on improving company, employee and leadership performance.
LDR intends to keep Mustang’s operations in its current primary location as it adds manufacturing technology, production capacity and marketing capabilities to the organization. The company has added nearly 20 additional employees since September of 2021 and the new owners anticipate hiring additional resources in the coming months to accomplish their goals.
“We believe in Mustang’s product, in its people and in the strength of the motorcycle accessory market,” continued Brame. “Our leadership is excited about entrenching ourselves in this company and in the riding community. We look forward to meeting our loyal customers and partners at rallies and events this year.”
“The leadership and employees here at Mustang couldn’t be happier about the news,” said Mustang GM Mike Cornelius. “The additional investment from LDR will help us take the next step forward. Our orders show that riders want Mustang Seats and our team is excited to continue to deliver them to our loyal dealers and customers.”
About Mustang Motorcycle Products
Mustang Seats are handcrafted in the USA to give riders the style they want and the comfort they deserve. Mustang is known worldwide as the highest quality motorcycle seats for virtually all brands of motorcycles. Based in Three Rivers, Massachusetts, the company sells seats and accessories through its network of premier powersports dealers and direct to consumers through www.mustangseats.com
About LDR Growth Partners
LDR Growth Partners supports growth-oriented businesses, management teams, and entrepreneurs with equity capital and precision support to scale operations and maximize returns under a spirit of market leadership, creativity, and innovation. LDR is led by a five-person cross-functional leadership team, and was founded in 2011 by U.S. Army Officers, with a common vision for business leadership and the power of building, supporting, and growing exceptional teams. The company has offices in Stamford, CT, Houston, TX, and Washington DC.
Visit their Website at http://www.ldrgp.com/
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MUBADALA CAPITAL BACKS SX GLOBAL
TO LAUNCH NEW FIM SUPERCROSS WORLD CHAMPIONSHIP
Queensland, Australia (March 1st, 2022) — Mubadala Capital, the asset management subsidiary of Mubadala Investment Company, one of the world’s leading sovereign investors with US$243 billion of assets under management, today announced its investment in SX Global, an Australian company established to develop, promote, and commercialize the FIM Supercross World Championship.
Mubadala Capital has established a track record of successfully investing in category leaders across sports, media, and entertainment—including EMI Music Publishing, Endeavor Group Holdings, Reigning Champs, Ultimate Fighting Championship (UFC) and the Yankees Entertainment and Sports Network (YES Network), among others—and this investment continues its history of backing world-class management teams in building differentiated global sports, media and entertainment businesses.
Mubadala Capital’s investment will support SX Global’s expansion plans for supercross and its efforts to capitalize on the exclusive rights it has secured from the Fédération Internationale de Motocyclisme (FIM) to manage and promote the new FIM Supercross World Championship, bringing the exciting sport of off-road motorbike racing to fans across the globe in a new competitive format.
“Our commitment to SX Global and the FIM Supercross World Championship builds on our strategy and track record of selectively investing in premier content properties with strong global appeal,” said Adib Martin Mattar, Head of Private Equity at Mubadala Capital. “We expect that our investment in SX Global will introduce the exciting sport of professional supercross to a global audience and build lasting value by delivering an authentic, exciting and fan-centric experience.”
SX Global’s President, Tony Cochrane, added, “We’re proud to partner with Mubadala Capital, a company that shares our vision and global aspirations for the FIM Supercross World Championship. With the international reach, resources, and business building experience of Mubadala Capital alongside us, we’re looking forward to establishing FIM Supercross World Championship as a leading global motorsport and entertainment property.”
Representing Mubadala Capital on the SX Global Board of Directors will be Matt Kim and Russ Pillar, who collectively bring decades of experience backing and leading global sports, media, and entertainment companies. They will be joining Tony Cochrane, SX Global’s President; Adam Bailey, SX Global’s Managing Director (Motorsport); Ryan Sanderson, SX Global’s Managing Director (Commercial); Tom Potter, Rush Sport & Entertainment; and Tavo Hellmund, Founder, Event Partners Marketing, on SX Global’s Board of Directors.
In December 2021, the FIM awarded SX Global the exclusive organisational and commercial rights to stage, manage and promote the FIM Supercross World Championship. Under the leadership of the SX Global Team, and with the financial backing and support of Mubadala Capital, Supercross will become a true global sports property, competing on a legitimate international platform for the first time in history. The FIM Supercross World Championship will commence in late 2022.
For more information on the FIM Supercross World Championship visit https://fimworldsx.com/
For more information on SX Global visit https://sxglobal.com/
[ For Mubadala Capital interview requests, please contact Salam Kitmitto (sakitmitto@mubadala.ae) ]
[ For SX Global interview requests, please contact Gus Burrows (gus@amemanagement.com.au) ]
Mubadala Capital
Mubadala Capital is a wholly owned asset management subsidiary of Mubadala Investment Company, a leading global sovereign investor headquartered in Abu Dhabi. In addition to managing its own balance sheet investments, Mubadala Capital manages over $10 billion of third-party capital on behalf of institutional investors in all its businesses, including three private equity funds, two early-stage venture funds, a public fund, and two funds in Brazil focused on special situations.
Mubadala Capital and its affiliated entities have a long track record of owning and/or operating globally recognized sports, media, entertainment and premium content and services properties including EMI Music Publishing, Endeavor Group Holdings, Reigning Champs, Ultimate Fighting Championship, and the Yankees Entertainment and Sports Network.
SX GLOBAL – BOARD
Matt Kim – Non-Executive Board Member
• Matt Kim is a Senior Principal at Mubadala Capital and leads the team’s sports, media and entertainment investment activities. He possesses over a decade of investment experience, and prior to joining Mubadala Capital, Mr. Kim was an investment professional at Bank of America Capital Advisors, where he focused on evaluating private equity investment opportunities globally.
Mr. Kim graduated from Boston University with a B.S. in Business Administration with concentrations in Finance and Entrepreneurship and is a CFA charter holder.
Russ Pillar – Chairperson
• Russ Pillar is a Senior Advisor and Operating Partner of Mubadala Capital where he initiates, evaluates, and manages investment opportunities globally. He is a tenured sports/media/consumer CEO, with executive roles across the Virgin Entertainment Group, Prodigy Internet, the CBS Internet Group, the Viacom Media Group, the Los Angeles Marathon, and Reigning Champs, among others.
Mr. Pillar previously held directorship roles for more than three dozen private and publicly traded sports, media, retail, entertainment, and technology/tech services companies. A Phi Beta Kappa cum laude graduate of Brown University with an A.B. in East Asian Studies, he also is a Henry Crown Fellow at The Aspen Institute and a member of the Aspen Global Leadership Network.
Tony Cochrane AM – President
• Tony Cochrane’s passion and experience forge a formidable combination and have ultimately resulted in some unforgettable milestones in entertainment and sport generally over the past 45 years both in Australia and on the global stage.
Over the past 45 years with partners and solo, Tony has produced and promoted over 400 sporting and entertainment events throughout the world, sold in excess of 25,000,000 tickets with gross sales exceeding two billion dollars, and written nearly $250,000,000 in sponsorship sales.
In his time as Executive Chairman of V8 Supercars, Tony Cochrane was considered the founding father of the ‘modern’ era of motor racing in Australia, the touring car category that was arguably amongst the world’s best. During this period, V8 Supercars had an extraordinary rise to the top of sport within Australia and on the world motorsport scene. It became a multi-million dollar industry under his strong leadership. His credits and performance in world motorsport are uniquely recognised both in Australia and overseas. He holds an FIA acknowledgement and an Order of Australia for his contributions.
Adam Bailey – Managing Director – Motorsport
• Adam’s experience in Supercross began as a competitor in the early 90s. He established an athlete and event management agency in 2005 that represented some of the most respected athletes and brands in this space. These networks led to valuable and unique international industry relationships.
Launching AME Management with Ryan Sanderson in 2012, the duo combined their experience to establish a boutique sports marketing agency in Australia and launched AUS SX Holdings and the AUS-X Open event in 2015. The events went on to achieve sell-out crowds annually for five years including the successful creation and expansion of the FIM Oceania Supercross Championship into New Zealand in 2018 and 2019. Adam leads key aspects of brand creative strategy, content, industry partnerships, international talent and operations.
A creative marketer, many of Adam’s unique PR, marketing and content strategies have helped see the events become recognised and respected, globally.
Ryan Sanderson – Managing Director – Commercial
• Ryan spent five years at V8 Supercars Australia under Tony Cochrane’s reign. In Ryan’s tenure as Sponsorship Manager, he serviced some of Australia’s largest sponsorship properties, managing over 20 V8 Supercars Championship partners, with over $22M in annual spend.
Ryan and Adam launched AME, a sports marketing agency together in 2012 and then sold-out Supercross events in Australia & New Zealand from 2015 – 2019.
Ryan secured major commercial partnerships for both AUS-X Open & S-X Open Auckland Supercross events including Monster Energy, Australian Tourism & State Government funding, Boost Mobile, Michelin, Komatsu, Castrol & Repco/NAPA. Ryan developed leading entertainment, fan engagement and innovative commercial experiences, as well as international TV broadcast distribution including IMG, Seven Network, Fox Sports Australia, CBS, Eurosport & Fox Asia to over 382 million homes.
Ryan brings a unique skillset to SX Global and has extensive international broadcast, promoter and commercial partnership networks globally.
Tom Potter – Non-executive Director | Europe
• Tom is a former racing driver, and a commercial veteran of the McLaren and Williams F1 Teams. Tom founded Rush Sport & Entertainment in 2010 which has grown internationally to become one of the most successful businesses in motorsport sponsorship and marketing services whilst also delivering record-breaking deals for other major entertainment properties such as The Rolling Stones. Rush is responsible for placing over $700million sponsorship of F1, Formula E and IndyCar properties since 2016 alone. Rush has helped identify, structure, negotiate, activate and measure sponsorship investments for brands including Petrobras, Mercedes-Benz, Prudential, IHG, Marriott, Avis, Renesas, Adecco (Modis), Progressive and Saudi Aramco.
Few can boast the level of energy, insight and understanding of global motorsports’ commercial landscape and entertainment value. Tom is an expert at leveraging sports marketing and the sports business environment to create value and accelerate growth.
Tavo Hellmund – Non-executive Director | North America
• Tavo Hellmund was the founder of the FIA Formula-1 United States Grand Prix in Austin, Texas, the co-founder of the FIA Formula-1 Mexican Grand Prix and a co- founder of the Circuit of the Americas race track in Austin, Texas. Tavo Hellmund has been the founder and President/Managing Partner of Full Throttle Productions, LP, Event Partners Marketing, LLC, Grand Prix Partners, LLC and Tavo Hellmund Inc. since 1994.
These companies manage and provide event project management, day of event oversight, staffing/volunteer services, venue planning, consulting and logistics support, marketing, sales, sponsorship, public relations and consultation services for sporting and special events around the world. Tavo Hellmund’s global event production experience includes brokering, sanctioning, producing or promoting over 150 sporting and entertainment events, which have generated more than 1.5 billion dollars in sales.
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A big welcome to Doug & Michael!
At Damon, we continue to expand and grow our team to deliver not just a ride, but an enhanced experience for the next-generation of motorcyclists.
Thus, we are proud to welcome CMO & VP Brand Doug Penman and Head of Design Michael Uhlarik to Damon’s executive team.
Doug Penman, CMO & VP, Brand – “I look forward to creating the most exhilarating, unexpected, and fierce mobility brand the motorcycle industry has ever seen.”
Michael Uhlarik, Head of Design – “I’m excited to design the Damon motorcycles of the future… and to cement the company’s legacy as the leading innovator in two-wheel safety, technology, and performance.”
An international award-winning motorcycle designer and product planner, Uhlarik created the market-leading Yamaha TZR-50 and the award-winning Yamaha MT-03. He has also contributed to designs for the R6, FJR1300, & M1 MotoGP bike, collaborated on motorcycles such as the Aprilia Dorsoduro, SportCity, & Atlantic, and authored the Derbi Rambla.
Penman is an entrepreneur and creative with broad-ranging venture capital, marketing strategy, and brand expertise. He has launched and accelerated the momentum for Intel, Microsoft, Volvo, Toyota Scion, Peugeot, SanDisk, QuantumScape, Dell, Coca-Cola, UBTech, and Philips.
As pioneers in their respective fields, Doug and Michael are tightly aligned on both purpose and creative vision to fuse the functions of product design and brand & marketing.
Their work will ultimately give you a more charged, inspired, and personal riding experience.
Celebrate with us.
2021 Green GOOD DESIGN Award
We’re honoured to win an accolade from the oldest and most established awards program for the most innovative and visionary new product design worldwide.
2021 Fast Company World Changing Idea Award
We’ve been recognized with an “Honorable Mention” in the Transportation category for this prestigious award.
21 New Damon Family Members
We’ve welcomed 21 new individuals from all around the world in the past month. And we’re still hiring!
You can join Damon, too.
Become a Damon Brand Ambassador
Love talking about us and sharing our bikes on social media? Do it officially as a Damon Brand Ambassador.
We’re building relationships with passionate, creative influencers and content creators, who share our vision in making motorcycling better, safer, and smarter! Could this be you?
Join the Team
We’re in search of top-tier talent for all departments from Engineering to Marketing. Help us change the world.
View our current openings and apply for your next challenge.
From Ground-Zero of a Marketing Failure
Is there a market for big bikes in India? All the big names have dealerships here in India – Triumph, Indian, BMW, Yamaha, Kawasaki, Honda and now some Italian brands too. India is the world’s largest market for two-wheelers overtaking China. Motorcycles and scooters can be seen everywhere in every city, suburbs and villages. It is the most popular choice of transport for the common man. Why would one of the world’s most popular brands decide to shut shop in India after spending a decade building dealerships and relationships?
Harley-Davidson came to India before Indian and Triumph set foot here. In a way their sales figures induced other motorcycle brands to sell their larger models in India. Before Harley-Davidson the Japanese giants Honda, Yamaha, Kawasaki and Suzuki did not consider bringing their superbikes to Indian dealerships. They were content with their small commuter bikes and scooters selling in large numbers. So how does the trailblazer brand decide they don’t like what they have accomplished?
The answers are complex and the answers may be closer to home in US of A than in India.
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Harley-Davidson is trying to attract a new generation of riders at a very young age. The iconic motorcycle company announced Tuesday that it was buying StaCyc, which makes two-wheel electric bikes for kids.
StaCyc has two models — the 12eDrive and 16eDrive — that the company describes as “the perfect choice for little rippers” between the ages of 3 and 7.
The bikes have a top speed of about 10 miles per hour and sell for a range of $649 to $699.
Harley-Davidson said in a statement that Harley-Davidson branded versions of StaCyc’s two models will be available at select Harley-Davidson dealers in the United States in the third quarter of 2019.
“The StaCyc team shares the same vision we have for building the next generation of riders globally and we believe that together, we will have a significant impact in bringing the fun and enjoyment of riding to kids everywhere,” said Heather Malenshek, Harley-Davidson senior vice president of marketing and brand, in the statement.
Harley-Davidson is increasing its bets on electric vehicles as sales of traditional bikes slow.
The company has already announced plans to launch the LiveWire premium electric motorcycle this fall. It is also developing other electric bikes that it plans to start selling in 2021.
Harley-Davidson needs new growth opportunities as the company struggles to deal with tariffs from the Trump administration that have hurt earnings.
Sales and profits are expected to fall this year and revenue is only expected to rebound slightly in 2020.
Shares of Harley-Davidson have rallied this year with the rest of the market, rising 10% so far in 2019. But the stock is trading nearly 20% below its 52-week high.
