Harley-Davidson's newest electric concept is aimed at city-dwellers - and could help the struggling brand to re-invent itself
Graham RapierFeb 5, 2019, 02:13 IST
Harley-Davidson has declared that the future is electric - and it's quickly scaling up a pipeline of electric bikes.
Two new concepts released last week at the X-Games in Colorado wouldn't require a motorcycle licence, and can be charged on a normal wall plug.
Courting new riders, including city dwellers and millennials, is key to the company's turnaround plans.
Harley-Davidson is one of the most famous American brands, but its in bad need of a reinvention.
The motorcycle icon has seen four straight years of declining sales for its flagship two-wheelers. And despite being in first innings of a four-year revitalization plan, steep tariffs from President Donald Trump's ongoing trade war with China almost completely wiped out the company's profit for the final quarter of 2018.
Change is coming.
At the X-Games in Aspen, Colorado last week, Harley unveiled the latest concepts for its line of electric vehicles that it hopes will help recruit new riders to the 116-year-old brand.