SERIAL 1’s MASSIVE MISTAKE OUT OF THE GATE

 

Harley-Davidson is taking the first step in an attempt to bring in a fresher and younger audience. While there's been a mixture of intrigue, optimism, and skepticism of the brand rolling out an electric bicycle, it's obvious that it stumbled out of the gate almost immediately. 

Serial 1, which falls under the H-D brand, unveiled more details of its bicycle lineup and posted three commercials showcasing pre-pandemic use.  The reception was lukewarm, to say the least. To make matters worse, the company revealed details that its customer base will not be in favor of.

BIGGEST PROBLEM

Harley's motorcycles are an American-made icon which is one of the main reasons why people are returning customers. I reached out to the company on Twitter to inquire if they were going to continue in that direction, and to my surprise, it seems they are planning a detour.

After asking where the bicycles will be built, they tweeted, "Designed and engineered in Milwaukee, WI and built by an experienced global manufacturer partner with oversight by Serial 1."

Meaning - the bikes are going to be made outside the USA. 

No word on exactly where that place will be, but that will instantly turn people off to the idea of a Serial 1 electric bicycle. These models may be under the Serial 1 brand, but the majority of consumers know it falls under Harley-Davidson.

LINEUP CONCERNS

None of the bikes that were unveiled resemble the 1903 replica that was showcased months in advance. Perhaps customers can make upgrades to the bicycle, similar to motorcycles, to achieve that look. Regardless, it left some annoyed but there's one other concern that left everyone feeling perplexed - the price tag.

The bikes range from roughly $3,000 to $5,000. For a little bit more money, a consumer can either buy an entry-level Harley-Davidson motorcycle or a quality-used motorcycle. Then again, a good old-fashioned pair of shoes and a regular bicycle would be much cheaper. 

FINAL THOUGHTS

Appealing to a younger audience is crucial for H-D. The company has failed to do so with people under 40 for years. It's making up for lost time by blowing out all the stops in creating electric bicycles, electric motorcycles, Pan America, electric balance bikes for kids, and more. 

While it remains to be seen what happens with Serial 1 electric bicycles, expect Harley-Davidson to have a few tricks up its sleeves to reinvigorate the brand and venture to stand as a larger player in the motorcycle sector.