It seems that the Motor Company has taken seriously the task of achieving generational change to increase (renew) its customer base, and what better way to do it than by hooking customers with the brand from childhood:
Harley-Davidson, Inc. has acquired StaCyc, Inc., a producer of electric bicycles for children.
Founded in 2016, StaCyc currently designs, markets, and sells its eDrive models for kids through powersports dealerships, including 29 HD dealerships, online, and in specialty bike shops.
"The StaCyc team shares our vision for building the next generation of riders globally, and we believe that together we will have a significant impact on bringing the fun and joy of riding to kids everywhere," said brand spokespersons.
Harley-Davidson previously announced plans to launch the LiveWire, a high-performance, premium (and priced) electric motorcycle, in fall 2019, and future mid- and lightweight electric motorcycles at various price points beginning in 2021. StaCyc's electric two-wheelers will provide an entry point for future customers.
A version of the 12- and 16-inch StaCyc models from the Harley-Davidson brand will be sold through select U.S. dealerships after summer 2019.
The acquisition of StaCyc is the latest example of how Harley-Davidson is investing in opportunities that inspire more riders in the near term and deliver sustainable growth for the future as part of its More Roads to Harley-Davidson plan.
Will HD be able to attract new customer profiles through these strategies without losing its traditional customers? Although this currently represents a significant challenge, everything seems to indicate that it will.
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