The cult manufacturer of motorcycles, Harley-Davidson, presented a strategic development plan for 2021-2025 aimed at long-term profit growth and shareholder value. Among other points of the Plan, we are interested in the one that concerns the electrification of the products of the famous brand. This clause of the plan sounds as follows - "to strengthen the commitment of electromotocycles by creating a special division focused exclusively to the future of electromotocycles." And this is perhaps the most important point of the plan, since the rest of the items say more about "maintaining" the existing brand style in the Rider Wednesday "True Biker" at the expense of spare parts, accessories and equipment.
Return orientation due to new products and new market segments
If someone thought that the Harley-Davidson Livewire electric biked, and the SERIAL 1 CYCLE COMPANY electric bike unit is just a tribute to fashion, and the misunderstanding, from which the company will refuse, they are absolutely mistaken. Companies need a profit, and this profit can not provide Zaradnaya (in the figurative sense of the word) buyers of gasoline motorcycles. To make a profit, the company needs expansion to new market segments, new customers and buyers are needed, and they are just aimed at the overwhelming majority, it is on electrified transport - electric motorcycles, scooters, bicycles, and scooters.
He says Johen Zatets: "The creation of a separate unit will allow fully autonomously to develop electromotocycles, allowing a business unit to behave with the same flexibility and speed as a technical startup, while using support, experience and supervision from a broader organization. This will ensure the possibility of cross-pollination with innovation in the field of electrification and classical products. "
As for classic gasoline motorcycles, Harley-Davidson, based on the points of the plan, made for themselves clear segmentation of products through which gasoline models will remain only in heavy classes - Touring, Large Cruiser and Trike. Accordingly, the lung and middle class goes into an electric segment. The LiveWire electric bike becomes the flagship of the future of the future separate business unit H-D, the prototype was previously shown in the scooter segment, and the SERIAL 1 CYCLE Company is already working in the segment of electric bicycles.
As they say in Harley-Davidson - "Our mission: We are not just building cars, we advocate for the eternal desire for adventure. Freedom for the soul. " But to follow this mission, rejecting modern trends and requests for a new generation of riders stupid, meaningless, and counterproductive. Therefore, as if anyone would not want, but the famous brand will gradually electrify, responding to the requests of society, and seeking the goal of the company's profitability.