A few weeks ago Harley Davidson said they were about 18 months from a production ready electric motorcycle. Today, they announced an investment in Alta Motors for the purpose of collaborating on electric technology and new product development. Alta Motors’ current products are nothing like the LiveWire prototype Harley introduced earlier, so it will be interesting to see what direction this combination of company resources eventually takes.
It’s interesting, too, in their press release they not only mention the performance aspects of electrics, something we totally agree with, but also the “twist-and-go” simplicity as an added feature that may attract new riders who would rather not bother with a clutch and shifting gears. The no shift feature could definitely attract a lot of potential riders who find the whole manual transmission thing a bit intimidating.
And there’s this:
We believe that EV is where global mobility is headed and holds great appeal for existing riders as well as opportunity to bring new riders into the sport,†said Levatich. “We intend to be the world leader in the electrification of motorcycles and, at the same time, remain true to our gas and oil roots by continuing to produce a broad portfolio of motorcycles that appeal to all types of riders around the world.
Harley Davidson is going whole hog, so to speak, in the direction of electric power. When electric motorcycles share the showroom with Softails, will the dealers give them the special attention they’ll need or will they be neglected like Buell? I can’t imagine the Motor Company tolerating anything less than enthusiastic promotion, nor would any dealer be wise to push them into a dark corner, but time will tell, both in how many new customers show up and how enthusiastically dealers respond.
Press release follows:
HARLEY-DAVIDSON INVESTS IN ALTA MOTORS; COMPANIES WILL COLLABORATE ON FUTURE ELECTRIC MOTORCYCLE PRODUCT DEVELOPMENT
Collaboration Will Advance Application of EV Motorcycle Technology and Expand Electric Motorcycle Marketplace Combining Instant Torque and Quick Acceleration with Intuitive and Dynamic Motorcycle Design
MILWAUKEE (March 1, 2018) – Harley-Davidson, Inc. (NYSE: HOG) announced today that it has made an equity investment in Alta Motors, a leader and innovator in lightweight electric vehicles, and that the two companies will collaborate on electric motorcycle technology and new product development.
“Earlier this year, as part of our 10-year strategy, we reiterated our commitment to build the next generation of Harley-Davidson riders, in part, by aggressively investing in electric vehicle (EV) technology,†said Harley-Davidson President and CEO Matt Levatich. “Alta has demonstrated innovation and expertise in EV and their objectives align closely with ours. We each have strengths and capabilities that will be mutually beneficial as we work together to develop cutting-edge electric motorcycles.â€
Harley-Davidson has already announced the planned launch of its first electric motorcycle, informed by Project LiveWireâ„¢. That motorcycle is on track for release in 2019.
Since its inception, Alta Motors has designed and commercialized the world’s most advanced electric motorcycles, enabling everyone from pro riders to new riders to experience “the future of fast.â€
“Riders are just beginning to understand the combined benefits of EV today, and our technology continues to progress,†said Alta Motors Chief Product Officer and Co-Founder, Marc Fenigstein. “We believe electric motorcycles are the future, and that American companies have an opportunity to lead that future. It’s incredibly exciting that Harley-Davidson, synonymous with motorcycle leadership, shares that vision and we’re thrilled to collaborate with them.â€
As electric-drive innovation brings new levels of ease, accessibility and control, Harley-Davidson and Alta Motors aim to attract new audiences who are inspired by motorcycles and drawn to the “twist-and-go†ease and exhilaration of an electric motorcycle with no gears or clutch.
“We believe that EV is where global mobility is headed and holds great appeal for existing riders as well as opportunity to bring new riders into the sport,†said Levatich. “We intend to be the world leader in the electrification of motorcycles and, at the same time, remain true to our gas and oil roots by continuing to produce a broad portfolio of motorcycles that appeal to all types of riders around the world.â€
About Alta Motors
Alta Motors is a global leader in electric motorcycles and lightweight EV drivetrains with a proprietary technology platform that offers new levels of energy density and performance. It leads the industry with a complete portfolio of battery and drivetrain components, a fleet of motorcycles manufactured at its world-class Brisbane, CA facility and a trophy-case of podium finishes. Alta’s award-winning Redshift platform is now available to riders at 44 U.S. dealerships across 19 states. Please visit us at: https://www.altamotors.co/.
DWolvin says
This has me more excited about Bar & Shield than anything they have done in the last decade or two…
Paul Crowe says
If they do this right, it could be a very big deal. If the dealers get on board, and I think the smart ones will, the electric motorcycle market could see a lot of growth. Whether someone is a Harley fan or not, if they are a fan of electrics, they should support this move by the Motor Company.
Rod says
In my opinion, Harley Davidson is forgetting who they are and what they sell. They sell bad-ass image and cool sound, not technologically sophisticated motorcycles. Furthermore, electric is for travelling near charging infrastructure, and it’s nowhere near as widely available as gasoline infrastructure. Those like myself who tour America’s old state highways and backroads will be on gasoline for decades to come.
Paul Crowe says
Harley isn’t forgetting what they sell, it’s just that those bikes are no longer selling in the numbers they need to keep the company afloat. Times are changing, their traditional customers are aging out of the market and they’re going for a new, younger, more tech oriented customer. No matter what the traditional buyer thinks of electric motorcycles, electrics are a growing segment of the overall motorcycle market in the same way that electric cars are beginning to appear in larger numbers.
The internal combustion engine has a long run still ahead, but Harley can’t wait to pursue a new and growing market. If they do, their company won’t have the resources to develop a new product line. We’re witnessing a time of big changes and whether or not Harley survives will depend a lot on the decisions being made right now. They’re making big bets and I, for one, hope they make good ones.
Rod says
I hate to wish closure on them, but if electric is their only hope, I doubt they’ll survive. They can’t afford the R&D to be hold the cutting edge, and the Japanese makers will kill ‘em once they decide to go electric. All just my opinion.
Jack W. Cates says
Lack of sound will kill many riders. Jack W. Cates,
Calgary, Canada
Alex says
Maybe this is how Harley survives. Maybe we get a widely available, affordable (Looking at you Motus) American made sporty bike again. I still don’t trust Harley to do this correctly, but I’ll be happy to be proven wrong.
Meehawl says
I remember Jay Leno saying that the electric car will ultimately be the saviour of the V8, as it will mean that it is purchased as a niche product for it’s enjoyment factor, rather than as a practical item and is essentially subsidised by the economic success of the EV. I wonder whether the same prediction might be used for the HD twin. For HD twin aficionados, the acceptance of an economically viable EV future to ensure that twins remain available is surely the better option for them.
Richard Wood says
As one of the “Harley Faithful”, I cannot say that I am pleased with this news. That said, if Harley-Davidson feels that they need to go this route, to attract future Harley riders, I guess they have to do what they feel is right. Just DO NOT forget about us! Keep producing the traditional Harley-Davidson Motorcycles. LEAVE MY HOG ALONE!