Serial 1 Cycle Company, the subsidiary dedicated to electric bicycles created by Harley-Davidson in 2020, has been sold to an American buyer who intends to relocate production to the United States.
Harley-Davidson is taking over the electric bike market. The venerable Milwaukee brand has decided to separate from its subsidiary Serial 1 Cycle Company, which has just been sold to LEV Manufacturing. This Florida-based company has specialized in soft mobility for more than 16 years. Investor Lane VC also participated in the acquisition. The financial details of this operation have not been made public.
Founded in 2020, Serial 1 markets electric bikes for the city and off-road. The Serial 1 e-bikes incorporate some elements of the iconic Harley-Davidson design, notably a frame whose lines evoke those of the Serial Number One, the first Harley-Davidson built in 1903.
Harley Davidson electric bikes are not cheap
Affording a Harley-Davidson electric bike is not within everyone’s reach (count around 4,699 euros in France for a Serial 1 Rush/CTY bike). The benefits in terms of autonomy and performance are nothing exceptional and the assemblies are not really premium. The pride of riding a Harley, however, is priceless, some say…
But things will, it seems, change under the influence of LEV Manufacturing. The company intends to move production of Serial 1 back to Florida in the United States. It promises to reduce costs and lower the selling price of models in the range.
Source : Electrek
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