Acquisition broadens electric two-wheeled portfolio to grow the next generation of Harley-Davidson Riders and lead in the electrification of motorcycling
MILWAUKEE (March 5, 2019) – Harley-Davidson, Inc. (NYSE: HOG) announces today that it has acquired StaCyc, Inc., producer of the 12 and 16 EDRIVE, electric-powered two-wheelers specifically designed for kids.
StaCyc, which entered the market in 2016, currently designs, markets and sells their EDRIVE models for kids, with an MSRP range of $649 to $699. StaCyc EDRIVES are sold in the U.S. through powersports dealerships, including 29 Harley-Davidson® dealerships, online and in specialty bicycle retailers.
“We’re thrilled to have StaCyc become part of the Harley-Davidson family,” said Harley-Davidson Senior Vice President of Marketing and Brand Heather Malenshek. “The StaCyc team shares the same vision we have for building the next generation of riders globally and we believe that together, we will have a significant impact in bringing the fun and enjoyment of riding to kids everywhere.”
The acquisition of StaCyc expands Harley-Davidson’s electric portfolio and reinforces its commitment to lead in the electrification of motorcycling. Harley-Davidson previously announced plans to launch LiveWire™, a premium, high-performance electric motorcycle in fall 2019 and future lightweight and middleweight electric motorcycles at various price points starting in 2021. The StaCyc electric two-wheelers will provide an entry point for the youngest riders to enjoy the thrill of riding.
As a subsidiary, a Harley-Davidson branded version of StaCyc’s 12-inch and 16-inch models will be sold through select Harley-Davidson dealers. The branded products will be available in the U.S. in the third quarter of 2019.
StaCyc branded EDRIVES will continue to be sold through StaCyc’s existing distribution network.
Since its inception, StaCyc has inspired more than 6,000 new riders to join the sport through its fun and upbeat brand that focuses on sharing the love of riding through its line of kids’ electric two-wheeled products. The company has served as a catalyst for engaging riders at an early age and has been first to market with an entirely new category in both the motorcycle and bicycle markets.
“After a few conversations with Harley-Davidson, we realized that the ethos of our brands and our commitment to bringing more riders to motorcycling were incredibly aligned,” said Ryan Ragland, Founder of StaCyc. “The opportunity to work with the team at Harley-Davidson and have the support to carry out our mission to create the next generation of riders is exciting. Together we’re building a plan that fast-tracks our ability to help the industry create as many riders as possible.”
The StaCyc acquisition is the latest example of how Harley-Davidson is investing in opportunities that inspire increased ridership in the near-term and deliver sustainable growth for the future as part of its More Roads to Harley-Davidson plan. The accelerated plan, which was unveiled in 2018, focuses on building the next generation of riders through new products in additional motorcycle segments, providing broader access to the brand and products and a commitment to supporting and strengthening dealers globally.
Harley-Davidson previously unveiled its plans for its full portfolio of motorcycles, starting with LiveWire, which will be available for sale later this year in the U.S. Preorders in the U.S. are now open and the company announced today at the Geneva International Motor Show that preorders for Europe will begin in April.
“We’ve said previously that we believe electric vehicles are where global mobility is headed and they hold great appeal for existing riders as well as opportunity to build new riders,” said Malenshek. “As we lead in the electrification of motorcycling, we’re demonstrating our commitment by delivering a full range of electric products for a vast audience who will be inspired to imagine and discover what is possible from Harley-Davidson.”
About Harley-Davidson Motor Company
Harley-Davidson,
Inc. is the parent company of Harley-Davidson Motor
Company and Harley-Davidson Financial Services. 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 motorcycles and brings the brand to life through
Harley-Davidson riding experiences and exceptional motorcycle parts,
accessories, riding gear and apparel. Harley-Davidson Financial
Services provides financing, insurance and other programs to help get
Harley-Davidson riders on the road.
About StaCyc
StaCyc is a fun, upbeat kids’ brand that is passionate about “Sharing the Love of Riding”. StaCyc is focused on new rider creation within the motorcycle industry and as a young, growing company StaCyc is “first to market”, creating a new category within the motorsport and bicycle industries. The company currently offers a range of products that allow kids ages 3 and older, and less than 75 lbs. to enjoy the thrill of riding, many times for the first time.
