MILWAUKEE — Would a Harley still be a Harley if it didn’t have that out-of-my-way rumble and those fat, hydrocarbon-belching exhausts?
Motorcycle enthusiasts are about to find out as Harley-Davidson rolls out an electric bike — a sleek, futuristic version that sounds like a jet airplane taking off.
The public will get its first look at handmade demonstration models at an invitation-only event Monday in New York. The company will then take the models on the road for riders to try and provide feedback. Harley will use the information to refine the bike, which might not hit the market for several more years.
Harleys have long been the bad-boy bike of choice with an image associated with motorcycle gangs, even though most riders are middle-aged and middle-class.
The new venture is a departure from Harley’s mainstay touring bikes and presents an added risk because currently there is almost no market for full-size electric motorcycles. The millions of two-wheeled electric vehicles sold each year are almost exclusively scooters and low-powered bikes that appeal to Chinese commuters.
But those focused on electric vehicle development say Harley has the marketing power to create demand, and its efforts to lower costs, build charging stations and improve technology will help everyone involved.
“It does validate what we’ve been doing; it adds additional credibility to it. It is certainly going to draw more people’s attention to electric motorcycles. The marketing horsepower of Harley-Davidson is going to be able to do things for us that we can’t do on our own,” said Scot Harden, vice president of global marketing at Zero Motorcycles, the top seller of full-size, high-powered electric bikes.
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