Harley-Davidson spins off new electric bicycle company Serial 1 Cycle Co


This is it. Harley-Davidson has been teasing us with the prospect of their own in-house electric bicycles for over two years. And today the bar-and-shield motorcycle manufacturer has finally announced its new dedicated electric bicycle brand known as Serial 1 Cycle Company.

The brand’s name is an homage to the very first motorcycle ever built by Harley-Davidson in 1903, named “Serial Number One.”

Back then, motorcycles were essentially just bicycles with a small engine placed in front of the pedals.

And so it is fitting that the company’s first electric bicycle is a nod to that very first H-D motorcycle. Check out both in the video below to see how well they nailed the tribute.

As Serial 1 Cycle Company’s brand director Aaron Frank explained in a statement provided to Electrek:

When Harley-Davidson first put power to two wheels in 1903, it changed how the world moved, forever. Inspired by the entrepreneurial vision of Harley-Davidson’s founders, we hope to once again change how cyclists and the cycling-curious move around their world with a Serial 1 eBicycle.

The new e-bike brand from H-D actually began life as a skunkworks project in Harley-Davidson’s Product Development Center.

As the company explained, they began with “a small group of passionate motorcycle and bicycle enthusiasts working with a single focus to design and develop an eBicycle worthy of the Harley-Davidson name.”

Ultimately, they decided along with H-D to spin off the brand into a dedicated electric bicycle company that could focus purely on delivering a premium e-bike product and experience.

In addition to Aaron Frank, other major players from H-D’s in-house e-bike program that made the jump to Serial 1 Cycle Company include Jason Huntsman, president; Ben Lund, vice president; and Hannah Altenburg, lead brand marketing specialist.

Serial 1 will officially debut its first electric bicycle models for…



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