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Harley-Davidson Founded Serial 1 eBike Brand Sold to LEV Manufacturing

Nov 23, 2023 at 7:46
by Ed Spratt  
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Harley-Davidson's Serial 1 eBike brand has been sold to LEV Manufacturing, Inc. which plans to build future bikes in the US.

Bicycle Retailer reports that the band developed by Harley-Davidson and then turned into its own division in 2021 has been acquired by LEV Manufacturing and investment firm Lave VC. LEV Manufacturing has been building e-mobility products for over 16 years and plans to relocate the Serial 1 brand to Florida and commit to building future bikes domestically.

LEV Manufacturing said: Serial 1 will establish e-bike assembly in the USA seamlessly aligned with the company's growth strategy.

"Serial 1's partnering with LEV Manufacturing ensures its commitment to quality and Serial 1's premium e-bike offerings will be upheld by a dedicated in-house production team in the USA. The addition of new USA-based service and support teams is great news for consumers who will see lower bike prices throughout the Serial 1 dealer and sales network.

"Bringing e-bike production to the USA is an important next step for the Serial 1 brand. We couldn't be more thrilled to announce this acquisition with a perfect partner in LEV Manufacturing, which will help Serial 1 better serve our customers, dealers and master distribution partners worldwide. The added benefit of reducing production costs and subsequently lowering the MSRP is a significant win for our consumers and partnerships."

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edspratt avatar

Member since Mar 16, 2017
3,306 articles

62 Comments
  • 49 0
 that might be the most e-bike e-bike I have ever seen. does it come with a free sleeve tattoo, avaitors and jordan slides?
  • 16 0
 I think the bike comes with a limited edition Affliction t-shirt, pants and bandana. Next year they will introduce a Tiger King model signed by Joe Exoctic himself.
  • 3 1
 @Mobrown: Awesome! nearly sprayed my coffee Big Grin
  • 1 0
 It's quite the hog
  • 1 0
 @Rexuis-Twin: no but it does come with it's own music
  • 1 0
 It is a perfect Harley ebike.
  • 1 1
 Special Edition comes signed by Ed Hardy plus Tshirt.
  • 2 0
 comes with 30 harley window stickers and 365 t-shirts / long sleeve t's / hoodies so that when you're not on your harley, everyone and i mean everyone knows that you own a harley
  • 29 7
 Pinkbike hitting New lows
  • 16 5
 …and you fell for it by clicking and commenting, giving them the “authentic engagement” that advertisers crave.

See an article you don’t like? Keep scrolling.
  • 1 0
 @sfarnum: The comments are too good to just scroll on by.
  • 16 0
 Hopefully they'll be needlessly loud and marketed to overweight seniors. Welcome to the motorcycle, er I mean "bike" fraternity.
  • 7 0
 South Park really needs to weigh in here on their attempt to rebrand the F word...
  • 13 1
 I’m not buying a Harley eBike unless it goes brub brub brrruuubbb

southpark.cc.com/video-clips/wk3nzp/south-park-brub-brrub-brrrrub
  • 7 0
 I don’t ride an E-bike
But I am bike-curious
  • 4 1
 It's pronounced "potato potato potato potato"
  • 11 0
 It's a cruiser style rigid ebike with Michelin Wild Enduros?
  • 3 0
 gives it that scrambler look that is popular... motos equivalent of downcountry
  • 1 0
 Ever notice what tires get run in urban downhill? Sticky compound treaded tires.
  • 2 0
 E wilds. 2.2kg for the pair, relatively slow rolling, absolutely overkill.
  • 6 0
 Real potential here. Would love to see one with: 200mm+ dual crown, 50 degree HA, 50 degree STA, like 350mm seattube length across all sizes, 300mm rise handlebars with mad backsweep, chainstay short AF, and 70lbs minimum. Also that BB better have a stainless steel bashguard, cuz this thing has gotta be loooowwwwwwww.
  • 9 0
 Great, there goes my Ford F150 e-Harley Davidson edition dream truck!!
  • 4 0
 Popular but maybe also unpopular opinion: Motorcycle and dirt bike brands should stay out of the mtb industry. Quite frankly don’t think I’ve seen one good looking e bike from any of them.
  • 3 3
 I think you meant to say this:
'Bicycle brands should stay out of motorcycles and let the motorcycle brands develop them.'

Hahaha.

But seriously, you finding a reason that motorcycle brands should stay out of bicycling is silly. I mean, with the normalization of ebikes the motorcycle brands we an obvious market being literally developed for them. Why shouldn't they get into the game?
  • 3 0
 You can add car brands to the list.
  • 2 0
 Cannondale learned the hard way. Trying to go from a bike company to a powersports company.
  • 1 0
 @Hpbike: they were a few years too early
  • 7 0
 I give it 4.5 ewwwwws.
  • 2 0
 Needs more chrome, a “get back” whip, a weight on the motor to throw it off balance for that “cool” vibration look, and an “E-bikes save lives” sticker. Helmet use is also prohibited with this bike.
  • 1 0
 I thought the combo of 90nm motors with the single speed was perfect for the way most urban/commuter e-bike riders use them. Unfortunately, they missed the mark on styling. Harley had an e-dirt bike and an scooter in 2019 that looked ok. I thought Serial 1 was going to lean into board track racer, overly retro style.
  • 1 0
 To be fair the Serial 1 prototype hit all the right queues in the styling, with the classic boardtracker look, too bad they didn't continue that design language.
  • 7 4
 there's no denying that's a pretty clean looking Ebike to roll around town on
  • 6 0
 It only needs enough range to get to the next bar.
  • 4 11
flag WhateverBikes (Nov 23, 2023 at 11:01) (Below Threshold)
 There's no denying healthy adults under 65 that roll around town on an ebike are a sad sight, no matter how 'clean looking' that ebike is.
  • 6 0
 @WhateverBikes: Better on an ebike than an unnecessarily huge pickup or SUV.
  • 3 4
 @alexsin: Ebikes are quickly becoming the unnecessarily huge bicycle equivalents of SUV's., that's exactly why I don't like them.
  • 1 2
 @WhateverBikes: except they can actually go places normal bikes can't. So more like the bike equivalent of a rock crawler. Not necessarily the best for speed, or handling, but they absolutely will get you up a climb that most others baulk at.
  • 3 1
 @inked-up-metalhead: If that's what it takes to get up a climb, I'd rather try it and fail on my normal bike.
  • 2 1
 @WhateverBikes: what about climbs that are just about impossible on a normal bike? I have insane fun trying to get up literal 45° slopes, often littered with roots and/or rocks.
  • 1 1
 @WhateverBikes: username does not check out
  • 2 0
 @luckynugget: It does. It's WhateverBikes, not WhateverEbikes :-D
  • 2 0
 @inked-up-metalhead: What about them? You are just describing a climb that is very hard, but that you could, possibly, with enough determination and some luck, on a good day, eventually ride to the top. I love those climbs, and there are enough of them for normal bikes. I feel no need to find even harder climes that I can then maybe possibly eventually do with motor assistence.

It's about the challenge of doing something with your skill set, your form of the day, and the 'tools' you have available. By taking a more capable tool, it just makes it easier (meh) or you can take on a harder climb, but it's still the same challenge, so I see no reason to do that.
  • 1 0
 @WhateverBikes: My 63yo mom with dodgy knees likes to ride with our bike club once in awhile, her bike allows her to keep the groups pace and not be toasted, they have their place.
  • 1 0
 @sp33dwagon: This fine of course, but it's also what I always hear as a validation for ebikes. Reality is that it's mainly healthy 30, 40, 50 year olds who ride them.
  • 3 0
 Hope there will be spares available for purchase
  • 3 0
 The worst bike still looks better than the best football.
  • 4 0
 Born to be mild.
  • 3 1
 Hey baby! Wanna ride on my hog?
  • 1 0
 it should include an ashtray, beer holder and a foot stool or the deal is off
  • 1 0
 Is that an In Frame cup holder on top of the motor there? For your Badass Latte'
  • 1 0
 Most importantly, does it leak oil????
  • 1 0
 Integrated tool compartment, beer can holder and gun rack ?
  • 1 0
 Only if I can put a bunch of goofy fudd stickers all over it.
  • 1 0
 Are euro commies allowed to ride one?
  • 1 0
 Does it come with the grey goatee or is it like a mail in rebate?
  • 1 0
 It's got a toilet roll holder at least.
  • 1 0
 Brotherrrrrrrr. Brotherrrrrrr.
  • 1 0
 Does it also leak oil?
  • 1 0
 Wild Hogs.
  • 1 0
 Is it needlessly loud?
  • 1 0
 Oh dear!
  • 1 0
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