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Dubbed Serial 1 and officially unveiled on Tuesday, the new company displays photos of a sleek prototype motorcycle on its website, featuring a black frame, brown saddle, and white wheels.
The first models are expected to be available in March 2021, according to a statement. The company did not disclose the selling price.
The prototype’s name is a nod to the nickname of Harley-Davidson’s first motorcycle, “Serial Number 1”. The motorcycle manufacturer is a minority shareholder.
Founded in 1903, Harley-Davidson has seen its sales gradually decline in recent years, especially in the United States, its main market.
It faces the aging of its traditional clientele and the non-renewal of its range, based on large, un-sporty twin-cylinder engines.
To appeal to a younger audience, the Milwaukee (Wisconsin, north) company launched a new division dedicated to electric motorcycles, LiveWire, in 2014.
It had also unveiled electric bike prototypes in 2019.
Serial 1 was born on the initiative of a small group of company employees, passionate about both motorcycles and bicycles, with the aim of creating an electric bike worthy of the Harley-Davidson name.
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