• Dan Gregson


Harley-Davidson has got itself in on the e-bike act with the very recent launch of Serial 1 Cycle Company which plans to “combine Harley-Davidson’s world-class 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.”

Here at Electroheads, we find this a tantalising prospect.

Every week there’s news of another start-up, another fundraise, another new business model or another scale-up in the e-bike revolution. The cumulative impact is a quickly growing sector with some serious momentum.

There’s a perfect storm right now. (But a good storm, if you know what we mean).

Tech is moving at pace so all the stuff around batteries, price & range is constantly moving in the right direction.

Covid has blown apart many best laid plans, but it’s also created the catalyst for this category. The global white collars have seen work / life structure change more in the last 6 months than in the last 6 generations. And with that changing structure, the world’s cities have responded, at speed and scale to develop infrastructure to make cycling more appealing. Innovation, policy and adoption are in (relative) harmony.

It really wasn’t too long ago and the e-bike category didn’t really know what it was. It was confused. And it showed, because most e-bikes were not blessed with the design credentials that were aligned with the aspirational yet conscientious consumer that was clearly out there.

You wouldn’t know it now. Super 73, Urban Drivestyle, VanMoof, and the British foldable Gocycle – along with a bunch of others too numerous to mention have decided, or more likely, understood, that people buy with their heart not their head.

That’s why the Serial 1 is particularly interesting. Not only has Serial 1 got plenty going on from a design perspective, Harley is in an exalted super-league of brands with bags of heritage and fame.

Which will be pretty helpful in a category that sees a new entrant pop-up every week as the e-bike gold-rush continues.