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New electric motorcycles, e-cycles coming to Harley-Davidson lineup

31 July 2018

These motorcycles will include the 250-cc - 500-cc models, a new modular platform that will build bikes with engines between 750 cc and 1250 cc, and new categories of motorcycles including an adventure touring (ADV) machine and an electric cruiser. It will be a radical departure for a company as big as Harley-Davidson's magnitude and it does not just mean covering all riding communities.

Details of the performance and price of the electric bike have yet to be released.

Earlier this year, it was believed that Harley-Davidson's first electric motorcycle, the LiveWire, would hit dealerships before the year's end.

"Our plan will redefine existing boundaries of our brand-reaching more customers in a way that reinforces all we stand for as a brand and as a company and we can't wait to kick it into gear", said Levatich.

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In a bid to attract customers globally, the company is also revamping stores, partnering with online retailers and launching a 1250cc custom model, Pan America, and a middleweight 975cc Streetfighter model in 2020.

"The plan centres on bold new product introductions and is largely geared to expanding Harley's appeal in faster-growth global markets", William Blair analyst Sharon Zackfia said. In a fast-changing world with new consumer demands, these accelerated actions support Harley-Davidson's 2027 objectives with increased focus and strategic investment to reinvigorate the US business while accelerating the pace of worldwide growth.

Harley-Davidson has confirmed plans to launch its first electric motorbike next year.

Harley-Davidson has seen a recent surge in sales in Asia and India. "It's risky to think that motorcyclists aren't open-minded about other products and other brands", Levatich said.

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According to Robert Pandya, who managed public relations for Indian Motorcycles and Victory Motorcycles, the new line-up from Harley-Davidson is hugely appealing to new customers and 'will be incredibly approachable to many, many people'.

Harley-Davidson's all-new custom motorcycle with a muscular stance, aggressive, stripped down styling and 1250cc of pure performance, is planned to be released in 2021.

Harley last week forecast a lower-than-expected hit to profit margins from Trump's trade tariffs, despite rising raw materials costs and higher tariffs on bikes shipped to Europe.

The company is now one of the world's largest motorcycle manufacturers and an iconic brand widely known for its devoted following.

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New electric motorcycles, e-cycles coming to Harley-Davidson lineup