Washington, DC (CNN) Harley-Davidson, an aging brand that has faced shrinking sales over the past year, is starting an ebike company that it hopes could help it connect with a younger audience and grow its business. Harley-Davidson has also launched an electric motorcycle, Livewire , to help reach new customers, but will keep that full-fledged motorcycle under the Harley name. Harley had already been struggling before the pandemic, with profits falling the last six years, according to its annual reports. Serial 1 says it will be selling electric bikes in the first half of 2021. Serial 1 is led by former Harley-Davidson employees, including Serial 1 president Jason Huntsman, who worked at Harley since 2013, including as the company's director of its internal eBicycle development effort.

Source: CNN October 27, 2020 18:22 UTC