In recent news, Harley-Davidson has sold its e-bike brand, Serial 1, to Florida-based LEV Manufacturing. This move marks a big change/heading for the iconic motorcycle brand, reflecting the growing interest in electric mobility solutions.
The brand’s second-generation electric bikes all have Google Cloud integration
Serial 1, launched in 2020 amidst the pandemic, started as a small project under Harley-Davidson’s wing in Milwaukee. The brand gained attention for its innovative electric bikes like the Switch/MTB, Bash/MTN, and the second-generation models integrated with Google Cloud. This transition in ownership to LEV Manufacturing, a company known for its lightweight electric vehicles, opens new possibilities for the e-bike brand.
One key aspect of this deal is the potential reshoring of Serial 1’s production to the United States. LEV Manufacturing’s plans to localize manufacturing could lead to more efficient supply chains, potentially lowering retail prices and speeding up delivery times. This shift not only promises better accessibility and service for customers but also indicates a positive impact on the U.S. economy through job creation and local manufacturing.
LEV Manufacturing’s acquisition is seen as a strategic alignment of American branding and manufacturing excellence. The company aims to bolster the premium appeal of Serial 1 while making these e-bikes more attainable for a broader consumer base. This could significantly boost the e-bike market, especially in the U.S., where demand for eco-friendly and efficient transportation solutions is on the rise.
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