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The iconic American motorcycle manufacturer Harley-Davidson, Inc., has announced its entrance into the eBicycle market with the launch of Serial 1 Cycle Company. The new company’s first line of products will arrive in Spring 2021.

Serial 1 combines Harley-Davidson’s product development capability and leadership in two-wheel electric propulsion with the agility and innovation of a start-up brand dedicated exclusively to the eBicycle product and customer.

Aaron Frank, Brand Director for Serial 1 Cycle Company, says: “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.”

He adds: “The dynamic, fast-growing eBicycle space is at the forefront of a global mobility revolution. The formation of Serial 1 allows Harley-Davidson to play a key role in this mobility revolution while allowing Serial 1 to focus exclusively on the eBicycle customer and deliver an unmatched riding experience rooted in freedom and adventure.”

The Delaware-based limited liability company, Serial 1 brand, is led by a team of Harley-Davidson alumni including Jason Huntsman, President; Ben Lund, Vice President, Product Development; Aaron Frank, Brand Director; and Hannah Altenburg, Lead Brand Marketing Specialist.

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