- Harley-Davidson has declared that the future is electric and it's quickly scaling up a pipeline of electric bikes.
- Two new concepts released last week at the X-Games in Colorado wouldn't require a motorcycle licence, and can be charged on a normal wall plug.
- Courting new riders, including city dwellers and millennials, is key to the company's turnaround plans.
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Harley-Davidson’s newest electric concept is aimed at city-dwellers — and could help the struggling brand to re-invent itself (HOG)
‘The Future has arrived — and its electric’
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Harley-Davidson is one of the most famous American brands, but its in bad need of a reinvention.
The motorcycle icon has seen four straight years of declining sales for its flagship two-wheelers. And despite being in first innings of a four-year revitalization plan, steep tariffs from President Donald Trumps ongoing trade war with China almost completely wiped out the companys profit for the final quarter of 2018.
Change is coming.
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At the X-Games in Aspen, Colorado last week, Harley unveiled the latest concepts for its line of electric vehicles that it hopes will help recruit new riders to the 116-year-old brand.
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SEE ALSO: A Harley-Davidson executive reveals the biggest opportunity for its new electric motorcycle
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