Harley-Davidson unveiled a stunning new electric bike that it says will go on sale in March 2021. And the motorcycle manufacturer is also spinning out its e-bike division as a separate company called Serial 1 Cycle.
First and foremost, this is a nostalgia play. The name Serial 1 is a reference to “Serial Number One,” the nickname for Harley-Davidson’s oldest known motorcycle built in 1903. The bike’s design, with its white tires, leather saddle and handgrips, and sleek black frame, are meant to harken back to that first prototype.
Electric bike sales in the US have been exploding since the start of the COVID-19 pandemic, though most e-bikes are imported from overseas. Last year, the US imported about 270,000 e-bikes. This year, the total is expected to end up somewhere between 500,000 and 600,000.