STARTS WITH CURIOSITY, RUNS ON PURE ADRENALINE
Harley-Davidson’s new electric balance bicycles target next generation of riders
As Harley-Davidson Inc. continues its innovative plan of “More Roads to Harley-Davidson,” including the launch of its electric motorcycle LiveWire, the 116-year-old company is expanding its reach to the youngest generation of motorcycle riders by marketing two-wheel bicycles for kids. In March of 2019, Milwaukee-based Harley-Davidson (NYSE: HOG) acquired StaCyc Inc., a manufacturer of electric two-wheel bicycles for young children. StaCyc produced the 12 and 16 EDrive electric balance bicycles, which are battery operated with a quick-change, lithium-ion battery and feature three adjustable speeds of low, medium and high. The battery pack can also be removed, so the bicycles act like regular balance bikes. The charge lasts roughly 30 to 60 minutes. The two balance bicycles vary based on height. The IronE12 is suitable for riders 3 to 5 years old. The IronE16 is suitable for riders 5 to 7 years old and under 75 pounds. The MSRP for the IronE12 is $649 and for the IronE16, $699.
StaCyc also continues to sell its own product line. Prior to Harley-Davidson acquiring StaCyc, the children’s bicycles were available in 29 Harley-Davidson dealerships. That number now expands as the new Harley-branded bicycles are being placed in local dealerships. Harley-Davidson marketing channels manager Paul James said this is Harley’s first children’s product in about 10 years. Harley-Davidson previously had a relationship with Fischer Price. Milwaukee and West Bend Harley-Davidson sold the StaCyc bicycles prior to the acquisition, according to general manager Goran Zadrima. “We did do well when we just sold StaCyc. After we got the Harley-branded ones, marketing got a lot stronger,” Zadrima said. “It boosted significantly after Harley came up with their own.” Zadrima said it’s the dealerships third restock of the electric balance bikes, though it’s the first restock for the Harley-Davidson branded bikes. By branding the children’s balance bicycles with Harley-Davidson, Zadrima said it adds a coolness factor to the product. They’re also extremely easy to use with the child just having to turn the throttle.
Suburban Harley-Davidson in Thiensville began selling the IronE12 and IronE16 in July this year. The dealer made it quickly through the majority of the initial order and is restocking batteries, helmets and gloves. Among the largest new and used Harley-Davidson dealerships in the state, it was determined the electric bicycles were a perfect fit for the dealership, said Todd Berlin, general manager of Suburban Harley-Davidson. “It’s a great transition to get the kids involved,” Berlin said, noting that the product has cracked the code for younger rides. It’s a way to build the next generation of riders, Harley’s James said. “Those that do (sell the bicycles) expressed a lot of excitement in customers and interest from parents and grandparents to teach them how to ride,” he said.
Here is a quick overview of some of the features of these new little Harleys!
QUICK CHARGE LITHIUM ION BATTERY
Extend the ride time with push button quick release to change out batteries. This industrial grade, lithium ion battery and charger come full equipped with 20 Vmax voltage (18Vnom) and 2Ah, allowing Riders to hit the road for 30-60 minutes*. Charge time is from 30-60 minutes* for a full charge, depending on the model.
* claims based on internal testing and general use of product.
UKTRA LOW, ADJUSTABLE SEAT HEIGHT
Inspires writing confidence by allowing writers feet to be firmly planted on the ground. Also allows child to “dab” foot easily when off-balance. See how I can manually be adjusted based on the size of the writer, with maximum of 13” (IRONe12) and 17” (IRONe16).
LIGHTWEIGHT ALUMINUM FRAME
With a total bike weight ranging from 17 pounds to 19 pounds, a child can quickly build confidence and by having the ability to pick up the bike themselves. The aluminum TIG welded frame and steel, BMX – style fork allow for a safe and fun ride.
TAPERED FOOT REST
Once a writer becomes more confident on the bike, the tapered footrest may deflect their legs away from blunt impact in the event of a tip over.
Both models offer three power selection mods: training, standard, and advance. Training Red Mode tops off at 5 mph. Standard Yellow Mode ranges from 7 mph to 7.5mph. Advance Green Mode ranges from 9 mph to 11 mph.
ABOUT HARLEY-DAVIDSON MOTOR COMPANY
Since 1903, Harley-Davidson has fulfilled dreams of personal freedom by leading the innovation of two-wheeled mobility. The company offers an expanding range of leading-edge, distinctive and customizable motorcycles and brings the brand to life through Harley-Davidson riding experiences and exceptional motorcycle parts, accessories, riding gear and apparel. Learn more about how Harley-Davidson is Building the Next Generation of Riders at www.harley-davidson.com.