Harley Davidson on track to launch a fully electric motorcycle in 2019 to reach younger riders

Harley Davidson on track to launch a fully electric motorcycle in 2019 to reach younger riders

In a recent interview with TheStreet, Harley Davidson’s CEO Matt Levatich said that the company is on track in terms of accomplishing its goal of launching a fully electric motorcycle in 2019, to reach younger riders in urban areas.

With regard to Harley Davidson’s plans related to its forthcoming line of electric motorcycles, Levatich said the company is seeking to expand its motorcycles to younger riders with specific focus on functional, urban transportation.

Harley Davidson’s efforts to reach a younger, more urban customer base with its new electric-motorcycle line mark a serious spin around for the company which has a core base that is aging. Since the company has been witnessing plunging sales during the last few years, it is now aiming its new products at younger riders in order to combat the drop in sales.

Acknowledging the fact that adopting a shift in mentality is paramount for Harley Davidson to ensure success moving forward, Levatich said: “Our future must be more about the software. Not digital code software, but people. And how they think, and why they ride, and in fact, maybe why they don’t ride.”

Against the backdrop of Harley Davidson’s targeted launch of a fully electric motorcycle next year, Levatich said that riding electric motorcycles is easier than riding bicycles, and added that these motorcycles are suitable for urban environments which are presently “less targeted” by the company.