Sneak Peek: Serial 1’s First Ebike Line

[Hugh Janus]

Serial 1’s Rush/CTY comes in step-through (pictured) and high-step versions. (Serial 1 Cycle Company/)

The first word of a Harley-Davidson-inspired electric bike appeared in 2018, having been conceived in the Milwaukee moto manufacturer’s skunk works Product Development Center. This year a change in Harley-Davidson’s strategic corporate vision led to a spinoff of the ebike business as Serial 1 Cycle Company, with Harley holding a minority stake.

Led by former Harley-Davidson employees involved in the initial concept work, the management of Serial 1 includes Jason Huntsman, president; Ben Lund, vice president, product development; Aaron Frank, brand director; and Hannah Altenburg, lead brand marketing specialist.

Cycle Volta contributor Lou Dzierzak (left) gets the download on the Mosh urban ebike from Serial 1 brand director Aaron Frank in Harley-Davidson’s hometown of Milwaukee. (Serial 1 Cycle Company/)

Last week, Cycle Volta visited Harley’s Milwaukee headquarters for a sneak peek at the brand’s first ebike line. Offered in two styles, the three-model Rush/CTY line is designed for commuting. A single model, called the Mosh, is described as “the ultimate urban playbike.” Prices range from $3,399 to $4,999, with the brand launching initially in the US and Germany for expected delivery in early spring 2021.

Related: Harley-Davidson Spins Off Ebike Business

In a crowded ebike market with a long list of brands vying for urban commuters, Serial 1 strived to launch a compelling initial product line.

“Our challenge as a brand is to really differentiate ourselves. We’re really digging into our history of providing freedom and adventure and seeking to own that lifestyle space,” Serial 1′s Frank said. “Think about Harley-Davidson motorcycles. They’re not about performance. They’re not about being lightweight.They’re not about horsepower. They’re just about adventure, getting out there, and seeing the world. There is an opportunity for a brand to own that experience.”

Integrated lighting on the Rush/CTY commuter model. (Serial 1 Cycle Company/)

Target Customer

Serial 1′s initial four pedal-assist ebike models are designed for commuters. Serial 1 president Jason Huntsman describes the brand’s target audience thusly: “First, city commuters. People are using bikes to navigate urban environments. Second, recreationalists who are just looking for easier access to healthy lifestyles and an easy way to get outside for fitness. Third is city hipsters who want a cool way to get around and want to be on the cutting edge of mobility.”

Related: Harley-Davidson Ebikes Delayed Until 2021

Another target audience: current Harley-Davidson devotees. “Our people love everything Harley-Davidson, and they are curious about ebicycles,” Huntsman said.

Recognizing city commuters and recreational riders as the largest and most established market for pedal-assist bicycles, Serial 1 has designed the line to address the needs of these consumers. “Our goal is focusing on the customer experience, making sure that customers understand what they’re getting and when they’re getting it. A lot of people are very excited about Serial 1, and we’re trying to meet all their expectations. We want to follow up after the bike is delivered with free service. Meeting the consumer’s expectations flawlessly—that’s what we’re trying to do on a daily basis,” Huntsman said.

Brose’s S Mag mid-drive provides pedal assist on the Serial 1 ebikes. (Serial 1 Cycle Company/)

Product Line

All Serial 1 models feature a long list of components and construction details including an aluminum frame, integrated battery, mid-mounted Brose S Mag motor, Gates belt drive, an auto-shifting Enviolo Automatiq transmission, hydraulic disc brakes, and integrated lighting.

A Gates belt drive and Enviolo’s Automatiq rear hub transmission are spec’d across the Serial 1 line. (Serial 1 Cycle Company/)
Built for speed: The Rush/CTY Speed provides pedal assist up to 28 mph. (Serial 1 Cycle Company/)

Designed for commuting, the Rush/CTY is offered in three versions. The high-step Rush/CTY model is a premium, full-featured commuter ebike. The Rush/CTY Step-thru offers a step-through frame for riders who prefer a more stable platform when at a stop. Both have Class 1 pedal assist up to 20 mph. Activated by a push button on the handlebar, a “walk assist” function provides low-speed motor assist to maneuver at walking speeds. The Rush/CTY Speed, available exclusively in the US this spring, is a Class 3 ebike with pedal assist up to 28 mph. All three Rush/CTY models feature integrated front and rear fenders and racks. Prices for the Rush/CTY models range from $4,499-$4,999.

Serial 1 describes the Mosh ebike as “the ultimate urban playbike.” (Serial 1 Cycle Company/)

The $3,399 Mosh is designed to appeal to a faster-paced urban rider. Outfitted with Schwalbe Super Moto-X 27.5 x 2.8-inch tires, the Mosh delivers a ride that is nimble and inspires a more aggressive riding style.

All four Serial 1 ebikes have four assist levels: Eco mode for a modest amount of assist in flat conditions; Tour mode balances pedal assist and battery economy under mixed riding conditions; Sport mode for strong support out of corners and over rolling terrain; and Boost mode for overcoming steep hills, headwinds, or conditions requiring sustained support.

“We’re very confident that the specifications and technology meet or exceed our competition in every way. We brought in some of the best engineers for both the motorcycle side and the bicycle side to develop these bikes,” said Ben Lund, Serial 1′s vice president of product development.

Distribution

At launch, Serial 1 is prioritizing entry into the US and Germany using a combination of direct-to-consumer online ordering through serial1.com and availability at participating Harley-Davidson dealerships.

Integration of cockpit components is very clean. (Serial 1 Cycle Company/)

Serial 1 is recruiting dealer partners in the top 25 American cycling cities compiled by nonprofit bicycle advocacy group PeopleForBikes. “We’ve taken extra steps to make sure we will have representation in those cycling hot spots,” Serial 1′s Frank said. PeopleForBikes' 2019 “Places for Bikes CIty Rantings” listed Boulder and Fort Collins, Colorado; Eugene, Oregon; Manhattan, New York; and Arlington, Virginia, as the top five ranked cities.

Related: Harley’s Purchase Of StaCyc May Mean An “Electric For All” Strategy

Initial reactions from Harley-Davidson dealers have been very positive, according to Serial 1. “We have more than 150 dealers signed up, and expect more will be added after they see the product,” Frank said. “A lot of these dealers have ridden bicycles or are serious cyclists themselves. They’re very interested in this product segment and customer.”

A two-week-old social media teaser campaign has attracted more than 30,000 followers on Facebook. Harley-Davidson’s post about Serial 1′s launch has generated thousands of comments ranging from high curiosity to scornful taunts.

Related: Harley-Davidson Releases Limited-Edition Kids Balance Bikes

Acknowledging a highly opinionated Harley-Davidson consumer base, Frank is optimistic about curating meaningful conversations. “The response to the bicycles has been more positive than I expected. The kind of tension between traditional analog cyclists and ebicyclists hasn’t really surfaced on our channels.”

The Serial 1 website will include a dealer locator and allow potential buyers to check availability of demo models for test rides. If needed, dealer sales staff will assist consumers with online ordering.

The Rush/CTY Step-thru’s 529Wh battery gets a claimed 30 to 90 miles of range. (Serial 1 Cycle Company/)

Service

When direct-to-consumer customers receive their Serial 1 shipment, the ebikes will be 75 to 90 percent assembled. Owners will install front wheels, seats, and pedals. D2C buyers have the option to have their order shipped to a participating Harley-Davidson dealer for final setup.

“There are some people who don’t want to do the assembly. Everyone has the option, even the people who buy online, if they want to pick it up at a dealer fully assembled,” Huntsman said. “As we build out our service, we’re going to take care of the customer no matter what. We have an internal team providing a first response, and Harley-Davidson dealers will provide services. Consumers can call our customer service line with any questions.”

Source

[Catteeclan]

$3,399 to $4,999