Cycle News is a weekly magazine that covers all aspects of motorcycling including Supercross, Motocross and MotoGP as well as new motorcycles
Issue link: https://magazine.cyclenews.com/i/949962
IN THE WIND P50 HARLEY-DAVIDSON, ALTA JOIN FORCES H arley-Davidson announced that it has made an equity in- vestment in Alta Motors, a leader and innovator in lightweight elec- tric vehicles, and that the two companies will collaborate on electric motorcycle technology and new product development. "Earlier this year, as part of our 10-year strategy, we reiterated our commitment to build the next generation of Harley-Davidson riders, in part, by aggressively investing in electric vehicle (EV) technology," said Harley- Davidson President and CEO Matt Levatich. "Alta has demon- strated innovation and expertise in EV and their objectives align closely with ours. We each have strengths and capabilities that will be mutually beneficial as we work together to develop cutting- edge electric motorcycles." Harley-Davidson has already announced the planned launch of its first electric motorcycle, in the form of Project LiveWire. That motorcycle is on track for release in 2019. Since its inception, Alta Mo- tors has designed and com- mercialized the world's most advanced electric motorcycles, enabling everyone from pro rid- ers to new riders to experience "the future of fast." "Riders are just beginning to understand the combined ben- efits of EV today, and our technology con- tinues to progress," said Alta Motors Chief Product Officer and Co-Founder, Marc Fenigstein. "We be- lieve electric motor- cycles are the future, and that American companies have an opportunity to lead that future. It's incredibly exciting that Harley-Davidson, synonymous with motorcycle leadership, shares that vision and we're thrilled to collaborate with them." As electric-drive innovation brings new levels of ease, ac- cessibility and control, Harley- Davidson and Alta Motors aim to attract new audiences who are inspired by motorcycles and drawn to the "twist-and-go" ease and exhilaration of an electric motorcycle with no gears or clutch to worry about. "We believe that EV is where global mobility is headed and holds great appeal for existing riders as well as opportunity to bring new riders into the sport," said Levatich. "We intend to be the world leader in the electrifi- cation of motorcycles, and at the same time, remain true to our gas and oil roots by continuing to produce a broad portfolio of mo- torcycles that appeal to all types of riders around the world." Shortly after making the an- nouncement, electric motorcycle maker Zero responded to H-D's investment in Alta and entry into the electric motorcycle space with a release from the com- pany's CEO Sam Paschel, that read: "For the past 12 years, we have not just been selling mo- torcycles. We've been leading the movement and we've been helping to create the category of electric motorcycles. Competi- tion is necessary for our catego- ry and the movement to grow. As the global leader in electric motorcycle sales and innovation, we welcome the challenge and believe our business will benefit from a respected brand entering the space. We have 12 years of R&D, manufacturing and sales experience that we will use to maintain our competitive advan- tage." CN Harley-Davidson has partnered with electric motorcycle company Alta.