Harley Davidson decided to break his image by developing an electric motorcycle. The illustrious manufacturer is targeting a younger audience.
With a drop in its figures estimated at 8.5% in 2017, Harley Davidson wants to put green in his balance sheets. And he may have found his salvation in the electric motor, even to break his ancestral image of manufacturer offering large engines that make a lot of noise.
Thus, the firm is still targeting 2019 for the marketing of a first two-wheeler 100% electric and, naturally, it will not address - only - its loyal customers with such a vehicle. In reality, Harley Davidson is ready to put some water in his wine. Too bad for the fans of the first hour.
HARLEY DAVIDSON WANTS TO EVOLVE
"[Our electric motorcycles] are designed for a generation of people who do not have that deep mechanical experience that baby boomers have with manual transmission and clutch," says Matt Levatich in an interview held by TheStreet and published April 25, 2018. The message is as follows: Harley Davidson's electric motorcycle, expected for the summer of 2019, will be easy to use and will not be intended for those who like to put their hands in the grease - the oldest according to his words (generation born between 1946 and 1965).
The person is not afraid to imagine new uses for his motorcycles. We do not see a lot of Harley Davidson in our streets. But what about an electric declination? "These bikes are easier to drive than bikes, they can fit into an urban environment where our products are usually less suitable."
"The numbers are clear and they do not grow to the status quo. The two-wheelers market, as a whole, must grow to stay alive. It's simple, "assumes Matt Levatich. For Harley Davidson, it means a total change of image. Yesterday, his motorcycles made noise and were driven by connoisseurs and / or gangs - the cliché. Tomorrow, they will populate our streets and become more utilitarian vehicles. For Mr.-all-the-world in a way.
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