Harley-Davidson officially spins off new electric bicycle company with stunning first model

Stefan Mikes

Well-Known Member
Region
Europe
City
Brwinów (PL)
I didn't know Brose S motors were made in Milwaukee, LoL.
Nay, it's Berlin, Germany :) Good HD decided to employ a classy e-bike motor unlike other automotive potentates trying to use some exotic motors nobody heard about...

If the Series 1 were available in my area, and I needed yet another e-bike, I'd be interested with a HD, especially at that price level. Cannot help that I already own a top of the shelf Vado though :)
 

Buddy Shagmore

New Member
I just put in my order for the Rush/Cty stepover in silver/orange. I really dig the frame, low center of gravity, strong battery (for extended range), and the other quality features. After watching the video and seeing how well it handles, I decided to click and order. I don't need a suspension fork for my areas of riding. Now the wait begins...
 
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FlatSix911

Well-Known Member
Region
USA
City
Silicon Valley
I just put in my order for the Rush/Cty stepover in silver. I really dig the frame, low center of gravity, strong battery (for extended range), and the other quality features. After watching the video and seeing how well it handles, I decided to click and order. I don't need a suspension fork for my areas of riding. Now the wait begins...
Welcome to EBR and Congratulations! ... how long was the delivery estimate?
 

Art Deco

Well-Known Member
Region
USA
City
Selinsgrove
I didn't know Brose S motors were made in Milwaukee, LoL. Anyway I don't see how the powered by HD will effect sales unless they are going to try and chum the collectible market. The HD owner that has HD pillow cases, salt and pepper shakers etc.
Boxer shorts, tshirts, caps, bandanas, jackets, tool boxes, even cigarettes for a while. The HD logo has a lot of draw.
 

Nutella

Active Member
I know lots of Harley riders, of the typical demographic. White, male, have some money, like the noise, how fast they go in a straight line, the culture and playing dress up. None of them would touch a bike unless it fell on their Harley. Or an ebike. If they are trying to chase the hip younger market, they can look to Cadillac and Buick to see how tough that is.

They're nicely specced, but are too fugly for bike enthusiasts to get behind, and who wants to pay a premium just for the logo?
 

FlatSix911

Well-Known Member
Region
USA
City
Silicon Valley
I know lots of Harley riders, of the typical demographic. White, male, have some money, like the noise, how fast they go in a straight line, the culture and playing dress up.
None of them would touch a bike unless it fell on their Harley. Or an ebike. If they are trying to chase the hip younger market, they can look to Cadillac and Buick to see how tough that is.

They're nicely specced, but are too fugly for bike enthusiasts to get behind, and who wants to pay a premium just for the logo?
I am afraid you are right about the HD demographic... probably one of the best reasons for the EBike spinoff. ;)
 

Buddy Shagmore

New Member
I would have ordered the bike regardless of the HD logo on the frame. It just appeals to me more than other bikes I was considering, such as the Bulls Lacuba Evo Lite Diamond, Priority Embark, and R&M Charger 3. This one excites me the most.
I am in correspondence with Serial 1, and they are good with communications. It is going to be a long winter...
1606182046012.png
 
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FlatSix911

Well-Known Member
Region
USA
City
Silicon Valley
I would have ordered the bike regardless of the HD logo on the frame. It just appeals to me more than other bikes I was considering, such as the Bulls Lacuba Evo Lite Diamond, Priority Embark, and R&M Charger 3. This one excites me the most.
I am in correspondence with Serial 1, and they are good with communications. It is going to be a long winter...
View attachment 72335
Welcome to EBR! ;)
Congratulations and keep us posted on your order.
 

e-boy

Well-Known Member
Article in Cycle World :
https://www.cycleworld.com/story/bikes/serial-1-first-ebike-line-sneak-peak/

1606247929874.png


The first word of a Harley-Davidson-inspired electric bike appeared in 2018, having been conceived in the Milwaukee moto manufacturer’s skunk works Product Development Center. This year a change in Harley-Davidson’s strategic corporate vision led to a spinoff of the ebike business as Serial 1 Cycle Company, with Harley holding a minority stake.
Led by former Harley-Davidson employees involved in the initial concept work, the management of Serial 1 includes Jason Huntsman, president; Ben Lund, vice president, product development; Aaron Frank, brand director; and Hannah Altenburg, lead brand marketing specialist.
Last week, Cycle Volta visited Harley’s Milwaukee headquarters for a sneak peek at the brand’s first ebike line. Offered in two styles, the three-model Rush/CTY line is designed for commuting. A single model, called the Mosh, is described as “the ultimate urban playbike.” Prices range from $3,399 to $4,999, with the brand launching initially in the US and Germany for expected delivery in early spring 2021.
In a crowded ebike market with a long list of brands vying for urban commuters, Serial 1 strived to launch a compelling initial product line.
“Our challenge as a brand is to really differentiate ourselves. We’re really digging into our history of providing freedom and adventure and seeking to own that lifestyle space,” Serial 1′s Frank said. “Think about Harley-Davidson motorcycles. They’re not about performance. They’re not about being lightweight.They’re not about horsepower. They’re just about adventure, getting out there, and seeing the world. There is an opportunity for a brand to own that experience.”

Target Customer​

Serial 1′s initial four pedal-assist ebike models are designed for commuters. Serial 1 president Jason Huntsman describes the brand’s target audience thusly: “First, city commuters. People are using bikes to navigate urban environments. Second, recreationalists who are just looking for easier access to healthy lifestyles and an easy way to get outside for fitness. Third is city hipsters who want a cool way to get around and want to be on the cutting edge of mobility.”
Another target audience: current Harley-Davidson devotees. “Our people love everything Harley-Davidson, and they are curious about ebicycles,” Huntsman said.
Recognizing city commuters and recreational riders as the largest and most established market for pedal-assist bicycles, Serial 1 has designed the line to address the needs of these consumers. “Our goal is focusing on the customer experience, making sure that customers understand what they’re getting and when they’re getting it. A lot of people are very excited about Serial 1, and we’re trying to meet all their expectations. Meeting the consumer’s expectations flawlessly—that’s what we’re trying to do on a daily basis,” Huntsman said.

Product Line​

All Serial 1 models feature a long list of components and construction details including an aluminum frame, integrated battery, mid-mounted Brose S Mag motor, Gates belt drive, an auto-shifting Enviolo Automatiq transmission, hydraulic disc brakes, and integrated lighting.
Designed for commuting, the Rush/CTY is offered in three versions. The high-step Rush/CTY model is a premium, full-featured commuter ebike. The Rush/CTY Step-thru offers a step-through frame for riders who prefer a more stable platform when at a stop. Both have Class 1pedal assist up to 20 mph. Activated by a push button on the handlebar, a “walk assist” function provides low-speed motor assist to maneuver at walking speeds. The Rush/CTY Speed, available exclusively in the US this spring, is a Class 3 ebike with pedal assist up to 28 mph. All three Rush/CTY models feature integrated front and rear fenders and racks. Prices for the Rush/CTY models range from $4,499-$4,999.
The $3,399 Mosh is designed to appeal to a faster-paced urban rider. Outfitted with Schwalbe Super Moto-X 27.5 x 2.8-inch tires, the Mosh delivers a ride that is nimble and inspires a more aggressive riding style.

All four Serial 1 ebikes have four assist levels: Eco mode for a modest amount of assist in flat conditions; Tour mode balances pedal assist and battery economy under mixed riding conditions; Sport mode for strong support out of corners and over rolling terrain; and Boost mode for overcoming steep hills, headwinds, or conditions requiring sustained support.
“We’re very confident that the specifications and technology meet or exceed our competition in every way. We brought in some of the best engineers for both the motorcycle side and the bicycle side to develop these bikes,” said Ben Lund, Serial 1′s vice president of product development.

Distribution​

At launch, Serial 1 is prioritizing entry into the US and Germany using a combination of direct-to-consumer online ordering through serial1.com and availability at participating Harley-Davidson dealerships.
Serial 1 is recruiting dealer partners in the top 25 American cycling cities compiled by nonprofit bicycle advocacy group PeopleForBikes. “We’ve taken extra steps to make sure we will have representation in those cycling hot spots,” Serial 1′s Frank said. PeopleForBikes' 2019 “Places for Bikes CIty Rantings” listed Boulder and Fort Collins, Colorado; Eugene, Oregon; Manhattan, New York; and Arlington, Virginia, as the top five ranked cities.
Initial reactions from Harley-Davidson dealers have been very positive, according to Serial 1. “We have more than 150 dealers signed up, and expect more will be added after they see the product,” Frank said. “A lot of these dealers have ridden bicycles or are serious cyclists themselves. They’re very interested in this product segment and customer.”
A two-week-old social media teaser campaign has attracted more than 30,000 followers on Facebook. Harley-Davidson’s post about Serial 1′s launch has generated thousands of comments ranging from high curiosity to scornful taunts.
Acknowledging a highly opinionated Harley-Davidson consumer base, Frank is optimistic about curating meaningful conversations. “The response to the bicycles has been more positive than I expected. The kind of tension between traditional analog cyclists and ebicyclists hasn’t really surfaced on our channels.”
The Serial 1 website will include a dealer locator and allow potential buyers to check availability of demo models for test rides. If needed, dealer sales staff will assist consumers with online ordering.

Service​

When direct-to-consumer customers receive their Serial 1 shipment, the ebikes will be 95 percent assembled. Owners will install front wheels, seats, and pedals. D2C buyers have the option to have their order shipped to a participating Harley-Davidson dealer for final setup.
“There are some people who don’t want to do the assembly. Everyone has the option, even the people who buy online, if they want to pick it up at a dealer fully assembled,” Huntsman said. “As we build out our service, we’re going to take care of the customer no matter what. We have an internal team providing a first response, and Harley-Davidson dealers will provide services. Consumers can call our customer service line with any questions.”
 
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e-boy

Well-Known Member
Hey, that's how I commute to work on my ebike!

I'll buck the trend and admit I quite like the design. The two tone paintwork eases the impact of that large downtube and motor assembly. What's the consensus? Does it have enough Harley DNA in there to justify the association?
I like it . It's my first choice for my next ebike .
 

FlatSix911

Well-Known Member
Region
USA
City
Silicon Valley
Article in Cycle World : https://www.cycleworld.com/story/bikes/serial-1-first-ebike-line-sneak-peak/
Target Customer
Serial 1′s initial four pedal-assist ebike models are designed for commuters. Serial 1 president Jason Huntsman describes the brand’s target audience thusly: “First, city commuters. People are using bikes to navigate urban environments. Second, recreationalists who are just looking for easier access to healthy lifestyles and an easy way to get outside for fitness. Third is city hipsters who want a cool way to get around and want to be on the cutting edge of mobility.” Another target audience: current Harley-Davidson devotees. “Our people love everything Harley-Davidson, and they are curious about ebicycles,” Huntsman said.
Recognizing city commuters and recreational riders as the largest and most established market for pedal-assist bicycles, Serial 1 has designed the line to address the needs of these consumers. “Our goal is focusing on the customer experience, making sure that customers understand what they’re getting and when they’re getting it. A lot of people are very excited about Serial 1, and we’re trying to meet all their expectations. Meeting the consumer’s expectations flawlessly—that’s what we’re trying to do on a daily basis,” Huntsman said.
Interesting target demographics... I wonder what's the sales % by category. ;)
  • Urban commuters
  • Recreationalists
  • City Hipsters
  • HD devotees
 

drewberz

Active Member
Interesting target demographics... I wonder what's the sales % by category. ;)
  • Urban commuters
  • Recreationalists
  • City Hipsters
  • HD devotees
30%, 40%, 30%, 0%, respectively?

I would not think that HD devotees would want this. But then again, wouldn't they have the most data on this group via surveys/feedback? So unless they are trying to look like they are not abandoning their core, there must be something to it.

Therefore: 27.5%, 40%, 27.5%, 5%. I have serious doubts on converting.
 
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Ebiker01

Well-Known Member
Here is the first official test drive on Electrek... check on the video review below.
The thick downtube styling reminds me of the Specialized Como design a bit. ;)



View attachment 71586

I knew about this one ,but I just discovered and watch Micah's video now .I think it is one of the top 3 class three bikes has a lot of smart details the the box compartment ,the bigger battery it is really really good I wish it had a front suspension.
The brake levers look like motorcycle levers ??


UPDATE- I think it's too heavy @ 60 pounds ,something like specialized turbo SL it's only 40 pounds ??
 
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