Skip to main content
Tag

Serial 1

Harley-Davidson’s 2nd Generation Serial-1 E-bikes going big on software

By General Posts

Harley-Davidson’s updated Serial 1 e-bikes will feature Google Cloud connectivity
Most of the major changes are under the surface

by Andrew J. Hawkins from https://www.theverge.com/

Serial 1, the electric bike company spun out of Harley-Davidson, launched its second-generation lineup of premium e-bikes — but the biggest changes will be coming to the company’s app.

The updated bikes will come with a host of new software features provided by Serial 1’s new partnership with Google Cloud. The company says that Google Cloud has selected Serial 1 as its new “strategic eMobility partner,” meaning the e-bike maker will be among the first to integrate Google’s software products into its vehicles.

The software-enabled e-bikes will allow owners to track their trips, collect data, and “significantly improve safety and security,” Serial 1 says. It reflects a trend in the e-bike industry to install bikes with cloud-connected software as an additional selling point.

The centerpiece of the new partnership will be the Serial 1 app, in which owners can see turn-by-turn navigation, collect ride data, and control security features on their bike. Serial 1 is promising more high-tech features to come thanks to the company’s “access to Google Cloud analytics and business intelligence and integration with Google Cloud AI functionality.”

Google Cloud will also ensure a stronger connection between the bike and the user’s smartphone. Most e-bikes use Bluetooth to connect to a smartphone app, but Serial 1’s bikes will use cellular and GPS technology, in addition to Bluetooth, to ensure owners can connect to their bikes even when they are not in their line of sight.

Just a quick refresher: Serial 1 is a standalone electric bike company that spun out from Harley-Davidson in October 2020. Its current lineup includes four bikes, ranging in price from $3,399 to $4,999. The brand names are Mosh/Cty, a city bike, and the commuter Rush/Cty, which comes in three variants (regular, Step-Thru, and Speed). Each comes with a mid-drive motor capable of generating 250W of continuous power and hitting top speeds of 20mph — except for the Rush/Cty Speed, which can go 28mph.

The powertrains will be the same in the second-generation bikes. Most of the major changes are under the surface. These include improved security features, such as flashing lights, disabled pedal-assist functionality, and real-time locations.

The Serial 1 app will integrate with Google Maps to provide better navigation, for example, by prioritizing routes with bike lanes. Serial 1’s simplified digital displays are supplied by Brose, a German company that also makes the bike’s powertrain, so users will likely have to mount their smartphones on the handlebars to benefit from these types of features.

The app will also feature a “virtual garage” in which owners can name, track, and digitally manage their e-bikes. This will include a new dashboard for owners to monitor their bike’s ride data, including speed, distance, range, power output (both for the rider and the battery), efficiency, and state-of-charge, among other metrics. Serial 1 owners can record their rides to learn more about their performance and progress. And the app will provide automatic service updates when their bikes are in need of a tune-up.

The physical look and controls for the second-generation bikes will remain largely the same. I loved the bikes when I got to test them out last year. The same team that developed the batteries for Harley-Davidson electric LiveWire motorcycles also developed batteries for Serial 1. The integrated batteries are mounted very low on the frame, which helps with the mass centralization and improved handling.

With this new update, it’s clear Serial 1 is taking aim at major manufacturers like Giant, Trek, and Specialized, which sell premium e-bikes for high-end customers. Specialized, in particular, has been touting the connected software in its Turbo lineup. And like Harley-Davidson, the company just announced that it was spinning out its own brand called Globe that will exclusively focus on utility e-bikes.

Stay updated on all things Harley-Davidson – get Motorcycle News, Reports, Reviews and Events …
simply Click & Subscribe to Bikernet’s FREE Weekly Newsletter

BMW Vision AMBY showcases excellence against H-D Serial 1 e-bikes

By General Posts

SOURCE: https://www.autoevolution.com/

SOURCE: https://www.financialexpress.com/

BMW unveils Vision AMBY electric bikes: 300+ km range, 60 km/h top speed!
BMW Motorrad Vision AMBY Breaks the Norm With Striking Design and Advanced Tech

Of BMW’s 2021 IAA display, a very interesting one is the BMW i Vision AMBY, a peddle electric bicycle that boasts three speed ratings – 25 km/h for cycle tracks, 45 km/h for the city and 60 km/h for multi-lane roads (although, higher speeds would require a licence as well).

The i Vision AMBY also gets the rest of fancy EV features like geofencing which can be used for automatically adjusting its speed. It is one of five different concept vehicles with which the BMW Group is presenting at the IAA Mobility event.

While users of the BMW i Vision AMBY have to constantly pedal in order to benefit from the assistance of the electric drive system, BMW Motorrad Vision AMBY accelerates via a throttle grip

One of the five concept vehicles showcased by BMW at IAA Mobility 2021 is truly innovative – neither a bike or a motorcycle, the BMW Motorrad Vision AMBY blends the best of each category with advanced connectivity and geofencing technology.

BMW unveiled two electric vehicles with two wheels under the “Adaptive Mobility” (AMBY) concept. Both of them come with three speed levels for different types of road, and require an adequate driving license, insurance license plates, and a helmet for riding at maximum speed. Compared to the BMW i Vision AMBY that requires constant pedaling, the Motorrad Vision uses the throttle grip and features footrests instead of pedals, like a motorcycle.

According to BMW, while it resembles a bicycle, the new Motorrad Vision flaunts the features of a powerful motorbike, including an 830 mm-tall (32.6”) seat, a large bicycle fork, a small headlight with the U-shaped BMW Motorrad light signature, and the fact that it’s accelerated from the handlebars. However, at 65 kg (143 lbs), it’s lighter than typical motorbikes, which makes it more agile and manageable.

Instead of manually selecting the riding mode – 25 kph (15.5 mph) on cycle paths, 45 kph on inner-city roads (27.9 mph), 60 kph (37.2 mph) on multi-lane roads and out of town, geofencing technology and the HERE map service could be enough for automatically adjusting speed levels.

This way, the vehicle could determine the type of road and adjust the speed accordingly, without any intervention. Plus, the license plate would act as an innovative display, where the operating mode would be visible for the other road users.

The problem is that, at the moment, there’s no legal basis for this “modular speed concept”. This is where the Motorrad AMBY becomes a true pioneer, because it’s precisely intended to help bring out the legislation that will regulate this concept in the near future.

No future driving or riding experience can be envisioned without connectivity, and the BMW specially developed app allows the rider to activate the motorbike, while providing access to basic functions and status data.

While additional features such as an optimized ABS system or a tire pressure monitoring system could make the BMW Motorrad Vision AMBY even safer and more efficient, this concept motorbike already reflects a truly innovative spirit that redefines the boundaries between bikes and motorcycles.

PRESS RELEASE: 6 SEPTEMBER 2021

As a completely new concept between bicycle and motorbike, the BMW Motorrad Vision AMBY taps into fresh possibilities for the innovative, urban mobility of the future. It is one of five different concept vehicles that the BMW Group will use at the IAA Mobility 2021 in Munich to showcase its vision of individual mobility in and around the urban setting.

Under the common umbrella of electric mobility, digitalisation and sustainability, these five pioneering concepts form a versatile and sustainably conceived mobility mix on two and four wheels that comprehensively addresses a highly diverse range of mobility needs.

BMW Motorrad Vision AMBY and BMW i Vision AMBY.

AMBY stands for “Adaptive Mobility”. The BMW Motorrad Vision AMBY and the BMW i Vision AMBY (see BMW i Vision AMBY press release) interpret the fundamental idea of adaptive urban mobility on two wheels based on differing facets. Both vehicles are electrically powered with three speed levels for different types of road. The drive allows up to 25 km/h on cycle paths, up to 45 km/h on inner-city roads and up to a top speed of 60 km/h on multi-lane roads and out of town. A helmet, insurance licence plates and the relevant driving licence are required to be able to travel at higher speeds, however. While the BMW i Vision AMBY as a high-speed pedelec requires constant pedalling in order to gain assistance from the electric drive, the BMW Motorrad Vision AMBY is accelerated using the throttle grip and has footrests instead of pedals, as is typical of a motorcycle.

The modes available to the rider are stored in the app on the smartphone that connects to the respective AMBY vision vehicle.

Manual selection of the speed level is conceivable, as is detection of the road by means of geofencing technology, thereby allowing automatic adjustment of the top speed. As there is currently no legal basis for such a vehicle with a modular speed concept, the idea behind the AMBY vision vehicles is to prompt legislation that will enable this kind of set-up. In this way, the BMW Group is demonstrating that it will continue to be involved in providing mobility options in big cities in the future and offers innovative solutions.

New stimuli for emotional mobility on two wheels.

“The BMW Motorrad Vision AMBY takes us into new territory. For us, the focus is on user behaviour – the question is: how will customers want to get around in the future? What will they expect their vehicle to be capable of? This was precisely the starting point of our deliberations. Our aim was to develop an extremely emotional vehicle for smart mobility in and around the city that offered maximum freedom. The BMW Motorrad Vision AMBY really does enable our customers to experience urban life in a whole new way, cover distances more flexibly and “break free” of the city from time to time, too. At the same time, BMW Motorrad is consistently pursuing its electromobility strategy for urban conurbations. It’s a fascinating introduction to the world of BMW Motorrad that also promises maximum riding pleasure,” explains Edgar Heinrich, Head of Design BMW Motorrad.

The design – the DNA of BMW Motorrad.

The BMW Motorrad Vision AMBY defies all existing categories: visually akin to the world of bicycles, it is a motorbike at heart. Its slender proportions promise ruggedness and adventure, while its design suggests clear echoes of the expressive style and layout of an BMW Enduro motorbike. With chunky treads on both the 26-inch front wheel, which has a thinner tyre, and the 24-inch rear wheel with its more rounded tyre, the BMW Motorrad Vision AMBY clearly shows that it is both willing and able to go anywhere. The firmly integrated seat with a height of 830 mm is just as typical a motorbike feature as the fixed footrests.

The seat also acts as a design element over the flat, rising upper frame section, creating a striking flyline. This produces a completely new, fresh look for BMW Motorrad – a link between the e-bike and motorbike world.
The large energy storage unit and drive unit form a dark graphic block at the centre of the frame.

The large-dimensioned bicycle fork on the front wheel features protectors and gives the entire front section a more massive, powerful look. A small headlight with the U-shaped BMW Motorrad light signature is a clear reference to the roots of the concept, as is the double LED element as a tail light. Another BMW Motorrad feature is that the BMW Motorrad Vision AMBY is accelerated from the handlebars, as is customary on a motorbike.
With a total weight of just 65 kg, the BMW Motorrad Vision AMBY is significantly lighter than other motorbikes, ensuring it offers excellent manoeuvrability and agility.

Colour and material concept featuring depth and unexpected details.

As compared to a conventional combustion engine, the concept of the electric drive in the BMW Motorrad Vision AMBY means there is little in the way of visible mechanics.
For this reason, its technical heart is deliberately disguised and showcased in a striking machine-like style. This accentuates the highly elaborated colour and material concept, which goes well beyond the traditional dark underlying colour scheme and use of white highlights.

In its use of materials, the BMW Motorrad Vision AMBY cross-references two other concept vehicles that will also see their world premiere at the IAA Mobility 2021: The BMW i Vision Circular and the BMW i Vision AMBY. The trim material used on the energy storage unit – known as “floating grey polymers” – is also used in the bumper of the BMW i Vision Circular. It consists of recycled plastic and can itself be fed back into the material cycle at the end of the product lifecycle. Meanwhile the material used for the seat is also to be found in the saddle of the BMW i Vision AMBY and in the tyres of the BMW i Vision Circular. Based on recycled plastic granulate and sporting a fascinating terrazzo look, it demonstrates how several materials can be given a second life with a new form and function.

Asymmetrical design of the sides of the vehicle.

In keeping with the unexpected, self-assured character of the BMW Motorrad Vision AMBY, its two sides have deliberately been designed distinctively. On both sides, the white “AMBY” lettering catches the eye above the light-coloured drive unit, making a striking statement as a stylised graphic on the trim of the energy storage unit. While the lettering on the left gains additional visual depth from a colourfully shimmering, iridescent drop shadow, the inscription on the right appears deliberately without a drop shadow. Below the energy storage unit there are two iridescent elements that add a further accentuation.

On the right-hand side of the vehicle, three small turquoise blue tubes visibly emerge from the silhouette, clearly alluding to the electric heart of the BMW Motorrad Vision AMBY. Next to this is a quote by Markus Schramm, Head of BMW Motorrad: „Electro-mobility will be very significant for the future of motorcycling. We foresee a slew of upcoming products with a focus on electric propulsion, particularly in the field of urban mobility. And I’m not only thinking of classic scooters here, but also of alternative modern, emotional products. Electro-mobility on two wheels needs to be really fun and adventurous and BMW is committed to developing corresponding products.”

On closer inspection, the interplay between the technoid pixel font with the classic serif font reflects a great attention to detail at several points: together these bridge the gap between the past and the future – just like the vision vehicle itself. The coordinates on the right are a reference to the BMW Motorrad Design Studio in Munich, where the BMW Motorrad Vision AMBY came into being. On the opposite side, the letters “AMBY” also appear in Morse code, but with dashes visualising the dots. In their perfect interplay, all these carefully conceived details create a unique graphic and a highly contemporary sense of style.

The smartphone as the key.

The specially developed app enables the user to activate the BMW Motorrad Vision AMBY for riding, read in their stored driving licence classes and make use of the appropriate insurance cover on an on-demand basis as required. In this way, the app performs the classic key function while also making use of the customary identification options provided by the smartphone such as Face ID. Basic functions and status queries (e.g. current charge status) are available as in the BMW App. Further developments and adjustments to the software can be provided to customers at any time via over-the-air updates.
The smartphone shown in the vision vehicle charges inductively on the magnetic holder in the rider’s lower field of vision. These connectivity options would also allow anti-theft protection and the freely programmable immobiliser to be offered as basic functions.
And the answer to the question “Where is my BMW Motorrad Vision AMBY?” would be just a click away on the smartphone, too.

Geofencing as a key technology.

Instead of choosing the riding mode yourself, geofencing technology combined with the detailed HERE map service could provide the required parameters for automatically adjusting speed levels (25/45/60 km/h) and the matching insurance cover. This technology enables the vehicle to detect the type of road, cycle path or slow-traffic area currently being used so that the maximum permitted speed can be automatically adjusted. In this way, the BMW Motorrad Vision AMBY would transform from a vehicle similar to an S-pedelec to something that is more motorcycle-inspired. The user cannot override the mode. The required licence plate takes the form of an innovative display surface, so the mode selected at any given time can be easily recognised and read by other road users.

Additional technological innovations are conceivable for the BMW Motorrad Vision AMBY, too: an optimised ABS system could further increase safety, as could an automatic high beam or brake light assistant, as well as daytime running lights. A tyre pressure monitoring system such as the one already available as an optional extra in BMW Group motorcycles is also conceivable. Finally, potential safety features could also include a distance radar with a range of up to 140 m to provide a visual and acoustic warning in the app when there is a vehicle approaching from behind.

The BMW Motorrad Vision AMBY shows one possible manifestation of what the modern, urban mobility of tomorrow might look like. It is intended as a blueprint to drive forward conversations about future-oriented travel in cities.

Figures of the BMW Motorrad Vision AMBY.

Battery: not specified

Output: not specified

Vmod1: up to 25 km/h

Vmod2: up to 45 km/h

Vmodmax: up to 60 km/h

Range: approx. 110 km (combined according to WMTC)

Wheels: Studded spoke wheels with 26-inch front and 24-inch rear

Seat height: 830 mm

Unladen weight: approx. 65 kg

Harley-Davidson Rolls Out Serial 1 E-Bikes In Europe And North America

By General Posts

by Dustin Wheelen from https://www.rideapart.com

Available at H-D dealerships soon.

2021 is a watershed year for Harley-Davidson. The Motor Company introduced its first adventure bike, the Pan America, and updated the decrepit Sportster range with its lively Revolution Max engine. On the coattails of those two successful launches, Harley will now turn its attention to the urban/electric mobility sector for the first time with its Serial 1 electric bike lineup.

Originally announced in October, 2020, Harley’s new e-bike spin-off introduced a concept based on the company’s first-ever motorcycle in 1903. However, the production models do away with the nostalgia in favor of a stripped-down, utilitarian aesthetic. All four Serial 1 variants feature a lithium-ion battery integrated into a hydroformed aluminum frame.

While all models utilize a Gates carbon drive belt mated to a mid-mounted Brose electric motor, some trims boast more power than others. Full LED lighting comes standard on all Serial 1s and riders will benefit from the four ride modes (Eco, Tour, Sport and Boost) and walk-assist function.

The MOSH/CTY represents Serial 1’s base offering. Without the Enviolo Automatiq auto-shifting hub found on the premium RUSH models, the single-speed reaches a top speed of 20 mph with a 250W motor. The MOSH/CTY’s 529Wh li-ion battery nets between 35-105 miles and requires four hours and 45 minutes to recharge. The MOSH/CTY retails for €3,499 and $3,799 in the U.S.

In contrast, the RUSH/CTY includes premium features such as an odometer display, storage compartment, and 4-piston brake calipers. The model also earns a 706Wh li-ion battery which achieves a maximum range of 115 miles but calls for 6.6 hours on the charger. Serial 1’s RUSH/CTY STEP-THRU model shares the same features as the standard RUSH/CTY but opts for a 529Wh battery unit good for 90 miles and 4.75 hours to recharge. The RUSH/CTY costs €4,699 in the E.U. and $4,999 in the States while the RUSH/CTY STEP-THRU drops by €100 in Europe but remains $4,999 in America.

Exclusive to the U.S., the RUSH/CTY SPEED adopts a Brose TF Mag motor for a 28-mph top speed. The 706Wh li-ion battery returns 25-115 miles and fully recharges in 6.6 hours. The high-performance model comes at a premium, however, with an MSRP of $5,599. Serial 1 will start delivering the RUSH/CTY, RUSH/CTY STEP_THRU, and MOSH/CTY European Harley-Davidson dealers and showcase the full lineup at the Sturgis Motorcycle Rally on August 6-11, 2021.

“The dynamic, fast-growing e-bicycle market is at the forefront of a global mobility revolution,” proclaimed Serial 1 Brand Director Aaron Frank. “Offering the Serial 1 e-bicycles in dealerships across Europe allows Harley-Davidson to play a key role in this mobility revolution while allowing Serial 1 to deliver an unmatched riding experience rooted in fun, freedom, and adventure on two wheels.”

Meet Harley Davidson’s Mosh/CTY e-Bike

By General Posts

by Cristian Curmei from https://www.autoevolution.com

We have been warned that this was going to happen, and now it is. Harley has released preorders on four beautifully crafted e-bikes from the Serial 1 lineup, and this is the least expensive of the bunch.

Recently, the U.S. motorcycle manufacturer released a very special build known as the Serial Number One, where it showcased electric tech on a tribute bike resembling the oldest known Harley. From there, we got this new wave of two-wheeling ideas.

The first of these bikes from the legendary motorcycle creators is the Mosh/CTY. Now, it’s only first on the list because it’s the least expensive of the lineup and possibly the least capable, depending on how you see things.

Nonetheless, it still brings with it all the history and heritage of Harley Davidson. By now, most fans out there have already asked themselves, why the hell is Harley stepping into the e-bike game? It’s simple, really. It’s a market that’s becoming more and more motorcycle-like.

With advancements in technology, from battery capacity to motor power outputs, our ever-present bicycle is becoming more of a stepping-stone towards an electrified future. So, let’s see what the team has put together for us.

When first laying eyes on the bike, you are struck by a rugged and capable frame that doesn’t resemble any e-bikes. From the start, the frame instills you with a feeling of trust like that one special person in your life.

A lack of suspension means you’ll be feeling your urban terrains, but being made to smash around town, it doesn’t really need anything to soften your ride except the tires and your rubberized knees. Upon closer inspection, the frame includes visible welds. If for any moment you thought that was carbon fiber, now’s a good time to throw away that idea.

What we find on the Mosh, just like on the other Serial 1 bikes, is a hydroformed aluminum frame. But before you start getting upset about Harley’s choice of material, know that it’s the best material for what this bike needs to do and for the price of $3,399. So, relax and read on.

Now, like all things e-bike, the most important aspects are the motor and battery. For the motor, we find a hugely capable 250W Brose S Mag brushless rotor, set mid-drive to offer a perfect balance and center of gravity for the bike. Still, 250W sounds rather weak judging by what we’ve seen so far in the e-bike game.

However, this “half the power of my blender” motor somehow squeezes out 90 Nm (66 lb-ft) of torque, more than some of the biggest and best e-MTBs out there. True, it has a speed cap of 20 mph (32 kph), yet that can be changed if you’ve got the smarts for it.

Powering this sleeper is a 529Wh integrated battery that can also be removed. Now, the range with this set-up is anywhere from 35-105 miles (56-168km), depending on which of the four ride modes you use. Over 100 miles of range; that alone is worth every penny. Once out of juice, a 75% charge takes only 2.6 hours, with a full charge in 4.75 hours.

As for the drivetrain for this smashing e-bike, we find a single-speed freewheel with a Gates carbon drive belt. Top of the line, my fried. As for brakes, Tektro is the brand of choice with two-piston calipers with 203-mm (8-in) rotors.

For some reason, Harley chose to strap on some 27.5-inch wheels and tires. The reason is to ensure all-around control and comfort as 27.5s are highly used in MTB and Enduro biking for their ability to grip and climb while offering ease of maneuverability.

A few other perks like walking assist and internal cable routing are also found, as well as a Brose display and remote that connects to an app. Honestly, for this price, what you get is absolutely amazing. Check out the gallery and video below and then click here to stare at the billing screen.

Watch Video at https://youtu.be/GzP-fwPJNxs

 

 

Harley-Davidson Serial 1 Electric Bike Lineup Revealed, Priced From $3,399

By General Posts

by Mircea Panait from https://www.autoevolution.com

When you hear Harley-Davidson, what do you think of straight away? What kind of image does it spring into your mind? Easy Rider is one potential answer, but we can all agree that H-D stands for old-school motorcycles and a very strong culture built on these loud bikes.

The problem with Harley-Davidson, however, is the company’s reluctance to modernize, reinvent itself, and appeal to a younger audience. Japanese manufacturers are miles ahead in every respect, but H-D is trying hard to make amends for decades of resting on past laurels. The LiveWire is the perfect example of this change, and in the spring of 2021, the Serial 1 electric bicycle will be joining the electric motorcycle.

Revealed less than a month ago, the Serial 1 consists of four models at launch. These are the Mosh/Cty and Rush/Cty in three variants called the Regular, Speed, and Step-Thru. Capable of 20 mph (32 kph) or 28 mph (45 kph) from 250 watts of continuous power, these mid-drive electric bicycles don’t come cheap at $3,399 for the entry-level specification. At the highest end of the spectrum, you should prepare $4,999.

Classified as Class 1 e-bikes in the United States of America, the Serial 1 features a frame-integrated battery of the lithium-ion chemistry and a maintenance-free carbon belt drive designed by Gates. Coincidence or not, the LiveWire has a belt drive too.

At the time of writing, there’s a pre-order special offer for all Serial 1 bikes in the guise of free shipping in the Lower 48 States and Germany of all places. No fewer than eight sizes are offered in total, four for boys and four for girls. From S to XL, the Serial 1 lineup should be perfect for riders ranging from 4’11” to 6’5” or 149 to 195 centimeters.

All e-bikes ship as standard with integrated lights up front and at the rear, and the electric motor comes courtesy of Brose Drive. No fewer than four drive modes are offered in the guise of eco, tour, sport, and boost. As for the transmission, the Enviolo Automatiq is geared up mostly for ride comfort rather than out-and-out performance.

Introducing Serial 1 eBicycles! Pre-Sale starts now!

By General Posts

The Serial 1 eBicycle Pre-Sale starts right now!

RUSH/CTY SPEED

Delivering Summer 2021

Full speed ahead! This Class 3 speed pedelec is the quickest way to navigate any city.

RUSH/CTY STEP-THRU

Delivering Spring 2021

An all-access ride to wherever you want to go, loaded with features and exceptional style!

RUSH/CTY

Delivering Spring 2021

The sophisticated commuter. The easiest, most intuitive way to get anywhere, without breaking a sweat.

MOSH/CTY

Delivering Spring 2021

The ultimate urban playbike. It’s quick, nimble, and an absolute ripper!

Inventory is limited and will start delivering Spring/Summer 2021. First purchases of each model get a special Serial Number 1 Tribute medallion. Serial 1’s debut line-up of pedal-assist eBicycles all feature mid-mounted motors, integrated batteries, belt drive, intelligent sizing, integrated LED lighting, and even more features that make these the easiest and most intuitive way to experience fun, freedom and adventure on two wheels. Delivery for most models will start in Spring of 2021, but quantities will be limited so to insure that you get one, consider buying yours today!

Harley-Davidson Announces New Electric Bicycle Brand

By General Posts

from https://www.benzinga.com

by Ronan Glon from https://autos.yahoo.com

Many auto companies are making the move to an electric future. Harley-Davidson Inc, the company best known for loud, gas-powered motorcycles, is starting the electric journey in a different category.

Harley-Davidson announced its new brand as the Serial 1 Cycle Company, which will produce electric pedal bicycles. The name is an honorable mention to the first motorcycle produced by the company, simply named “Serial Number One.”

In statements provided to Electrek, Serial 1 Cycle Company’s brand director Aaron Frank said the project began with a small group dedicated to make an electric bicycle worth of the Harley-Davidson name. The first models will be available in March 2021. The current pictures shared are more of a concept, and the final design has yet to be revealed.

Harley-Davidson has created a sub-brand named Serial 1 Cycle Company to enter the e-bike segment. It hopes offering smaller and cheaper products will allow it to increase its profits by reaching younger buyers.

Every mobility start-up needs a utopian slogan, and Serial 1 is no exception: it aims to “change the way the world moves.” It was founded by a group of cycling enthusiasts employed by Harley-Davidson, and every member of its executive team has previously held a top-level position at the motorcycle manufacturer. There’s no word yet on whether its products will be sold in Harley stores, or if they’ll be distributed in brand-specific spaces.

Regardless, the first Serial 1 e-bike is a retro-styled model that draws design inspiration from the 1903 Serial Number One, which is the oldest-known Harley-Davidson motorcycle. It rides on white tires, its frame is painted black, and the rider sits on a brown seat propped up on a set of vintage-looking polished springs. Powertrain specifications haven’t been published yet, but it’s interesting to note the rear wheel is driven by a belt rather than a chain. Gold decals create another visual link between the bicycle and the original Serial Number One.

Additional details about the company and its products will be released on November 16, 2020, and American deliveries are tentatively scheduled to begin in the spring of 2021. Pricing hasn’t been announced, but e-bikes are rarely cheap, and nothing suggests the members of Serial 1’s design-led range of models will be an exception.

Why e-bikes?

Harley-Davidson enjoys a 117-year-old reputation in the motorcycle world, and its name resonates all over the globe, so what’s the point of building electric bicycles? In one word: profitability. It pointed out the e-bike segment was worth about $15 billion globally in 2019, and it’s expected to grow at an annual rate of over 6% between 2020 and 2025. Meanwhile, the motorcycle sector became hostile and unpredictable environment after the Great Recession, and its recovery stalled during the 2010s. COVID-19-related lock-downs were another punch in the company’s gut; retail sales in the United States fell by 10%, while motorcycle revenues dropped by 12%.

While every motorcycle manufacturer faces these challenges, Harley’s problems are compounded by an aging target audience. It’s having a shockingly difficult time luring a new generation of buyers into showrooms. Affluent 30-somethings may not be as interested in vacationing on a hog as their parents (or their grandparents) were, but Serial 1’s big bet is that they’ll be open to the idea of riding an Instagramably retro electric bike around town.