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Harley circling youth market with buy-up of StaCyc

Harley-Davidson Inc. has acquired StaCyc Inc., producer of the 12- and 16-inch EDRIVE, electric-powered two-wheelers specifically designed for kids.

That’s right: They nailed your mid-life crisis, and now they’re coming for your tots. The Harley-Davidson branded version of StaCyc's models will be available in the U.S. in the third quarter of 2019. The company still plans to release LiveWire, its own premium, high-performance electric motorcycle later this year, with pre-orders for Canada and Europe starting in April. That will be followed by other lightweight and middleweight electric motorcycles starting in 2021. StaCyc entered the kids’ motorized bike scene in 2016 with their EDRIVE models. The company currently offers a range of products that brings the experience of riding, often for the first time, to kids ages 3 and older and less than 75 lbs. Harley-Davidson Senior VP of Marketing and Brand Heather Malenshek said in a statement released by HD, “The StaCyc team shares the same vision we have for building the next generation of riders globally and we believe that together, we will have a significant impact in bringing the fun and enjoyment of riding to kids everywhere." In the same statement, StayCyc Founder Ryan Ragland said, "After a few conversations with Harley-Davidson, we realized that the ethos of our brands and our commitment to bringing more riders to motorcycling were incredibly aligned. The opportunity to work with the team at Harley-Davidson and have the support to carry out our mission to create the next generation of riders is exciting. Together we're building a plan that fast-tracks our ability to help the industry create as many riders as possible." The acquisition expands Harley-Davidson's EV portfolio and confirms its previously stated intention to expand into the electric motorcycle market. In 2017, the company announced a robust 10-year plan to attract 2 million new riders by 2027. The company has even launched schools and programs around the U.S. that teach newcomers how to ride. A 2018 New York Times article cited statistics showing that nearly half of all motorcycle riders in the U.S. are over 50, which explains Harley’s re-positioning and development of products with new and younger riders, including women, in mind. As the electrified motorcycle market revs up, traditionalists are left holding the hog, especially the sound of one. While electric motorcycle engines have some technical advantages over gas-powered versions, namely, no gears to shift and peak torque almost instantaneously, the thunderous vibrato that has always differentiated Harley from the pack won’t be along for the electric ride. If a combustion-engine Harley Davidson had a falsetto, it would be the sound of an electric motorcycle at full torque. Of course, given human nature, the ease, not to mention the fuel savings, will likely silence the critics who miss the roar.

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March 28 2024 10:16 am V22.4.20-2
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