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Companies from Harley-Davidson to John Deere are backing down on DEI

New Delhi, The country's largest two-wheeler maker <keyword id="6357252" type="General" weightage="20" keywordseo="hero-MotoCorp" source="Orion">Hero MotoCorp</keyword> on Tuesday said it has received 25,597 bookings for the <keyword id="17521994" type="General" weightage="20" keywordseo="Harley-Davidson-X440" source="Orion">Harley-Davidson X440</keyword> till date. The booking window, which opened on July 4, has now been closed, and the new booking window will be announced soon, the company said in a statement. "It is heartening to see the confidence shown by the customers in Hero MotoCorp's foray into this segment. What is even more heartening is that the majority of our bookings are coming from the top end model, clearly indicating that customers are willing to pay a higher price for the right brand and right model," Hero MotoCorp CEO Niranjan Gupta said. This is just the beginning of the company's journey to win in the premium segment, he added. "More Iconic launches will follow soon, as we ensure our presence across the portfolio," Gupta noted. Hero MotoCorp said it will start production of the <keyword id="96419" type="General" weightage="20" keywordseo="Harley-Davidson" source="Orion">Harley-Davidson</keyword> X440 in September 2023 and commence customer deliveries from October onwards. The company has revised the introductory ex-showroom prices of the model. The Denim, Vivid and S variants are now tagged at Rs 2.39 lakh, Rs 2.59 lakh and Rs 2.79 lakh respectively. In October 2020, Hero MotoCorp and Harley-Davidson announced a partnership for the Indian market. As part of the deal, Hero MotoCorp has been mandated to develop and sell a range of premium motorcycles under the Harley-Davidson brand name in the country.

Hero MotoCorp receives 25,597 bookings for Harley-Davidson X440

<ul><li>The CEO said that <keyword id="132519" type="General" weightage="100" keywordseo="harley" source="Orion">Harley</keyword> wants to bring its big bikes into the market without having to pay huge customs duty.</li><li>Zeitz agrees that the premium mid-segment is growing fast in the country.</li><li>The company has been phasing out, reducing its product complexity by more than a third.</li></ul> Harley-Davidson is banking on the partnership with <keyword id="6357252" type="General" weightage="30" keywordseo="hero-motocorp" source="Orion">Hero MotoCorp</keyword> to offer locally-produced premium models in the country, according to company's Chairman, President and CEO <keyword id="304983" type="General" weightage="60" keywordseo="jochen-zeitz" source="Orion">Jochen Zeitz</keyword>. India imposes 50 per cent customs duty on imported fully built up bikes, which makes the American cult bike-maker feel that partnering with Hero has turned out to be a good decision after deciding to exit its manufacturing operations in India three years back. In an interaction with PTI, Zeitz noted that the tie-up with Hero MotoCorp is allowing the Milwaukee-based bike maker to go for "volume opportunities" by introducing a competitive product in the Indian market. "And (there is) a lot of upside with much greater manufacturing capability that Hero brings in and the willingness to invest into the business, to really build us up as a brand. So, I would say it is the right decision," he said. Zeitz noted that the company would like to get its big bikes into the market without having to pay huge customs duty. "That (high customs duty) is the downside. But <a href="https://www.businessinsider.in/business/auto/news/harley-davidson-x440-launched-in-india-with-a-price-tag-of-2-29-lakh/slidelist/101474727.cms" data-type="tilCustomLink" target="_blank">X440 is made in India</a>. It does not have tariffs, so that's a positive for those who want to get an experience of the Harley brand," he said. Last week, Harley and Hero introduced their first co-developed product in India -- Harley-Davidson X 440 -- with price starting at Rs 2.29 lakh. The bike is being produced by Hero MotoCorp at its Neemrana-based plant. Harley-Davidson had announced to discontinue sales and manufacturing operations in India in September 2020. Before that it had an assembly plant at Bawal in Haryana. In October 2020, Hero MotoCorp and Harley-Davidson announced a partnership for the Indian market. ALSO SEE: <a href="https://www.businessinsider.in/business/auto/news/triumph-speed-400-and-scrambler-400-x-bike-unveiled/slidelist/101329459.cms" data-type="tilCustomLink" target="_blank">Triumph Speed 400 and Scrambler 400X hit Indian roads to heat up competition</a> The deal envisaged Hero MotoCorp developing and selling a range of premium motorcycles under the Harley-Davidson brand in the country. It is also entrusted to take care of service and parts requirements for Harley bikes. Asked if the iconic brand could make a comeback in the Indian market if the tariff issue gets resolved in future, Zeitz said: "That's for the politicians to think. I mean, in theory, why would you have to pay such a tariff for a bike that comes into India versus a bike that goes into the US? When asked if the partners planned to bring in more models in the country, Zeitz said the focus is currently on making the X440 successful in the Indian market. "The more successful it is, the more opportunity we will have," he noted. On Harley utilising India as a manufacturing base for export markets, Zeitz said: "We were manufacturing our 750cc also for the international market, so I am not ruling that out." He further said:"But right now, the focus is really to make sure that the product is successful in India - one important cornerstone is to get X440 to be a success in India, from there we can build and come up with other ideas." When asked if X440 would be shipped to overseas markets, he said: "It is not something we are discussing right now." On the company's plans to introduce Harley Originals, its apparel range in India, Zeitz said: "That's the opportunity down the road I would certainly look into. We have invested a lot into our apparel operation in Milwaukee in America. " The company sees a lot of potential in the segment, he said. Commenting on the evolution of the high-end bike segment in India, Zeitz said the premium mid-segment is certainly a growing segment in the country. He noted that Harley's core segment is 975 plus cc bikes. "But in terms of sales opportunity, that is still a relatively small segment in India due to the price it carries, and obviously amplified by the import duties that make it even more expensive than if you would buy a bike in America, for example," Zeitz said. He noted that eventually the bigger bike segment will also grow in the country but affordability will obviously be an issue if tariffs continue to be as high as they are at the moment. There is a growing middle class who wants to afford more premium and luxury products. "We have seen that happening in China, and I am sure we will see the same thing happening in India," he noted. Elaborating on the company's strategy across global markets, Zeitz said the company is focusing on the core segments that are providing the return on investment. The company has been phasing out, reducing its product complexity by more than a third, he added. "In return, our profitability has gone up dramatically in the last three years as a company. So, I know that this industry is obsessed with unit sales and I am obsessed with profitability," Zeitz said. So, for the company the mandate is to make sure that it focuses on those segments where "Harley is truly Harley" and those are also the most desirable and most profitable segments, he added. Zeitz noted that both China and India were growing very fast. "I look at the two most populous markets in the world as an opportunity and you need to think long term, right. You build your roots now in order to grow with the economy and which is why we are here really," he said. Harley has decided to work with local partners in the markets where it does not have the local know-how, Zeitz added. Asked about <keyword id="6357453" type="General" weightage="50" keywordseo="harley-davidson" source="Orion">Harley Davidson</keyword>'s electric vehicle strategy he said one day, there certainly is going to be an electric Harley, but not in the near future. "...electrification is likely to grow in some markets faster than others. and we want to be the leader in electrification as a holding company," he said. Asked if the company is looking to introduce its electric bike range, Livewire in India, Zeitz said: "I don't see that in the near future."

Harley-Davidson's volume play — CEO aims for X440 success to get India story rolling

<ul class="summary-list"><li>Former VP Mike Pence rode a Harley-Davidson for the "Roast and Ride" event in Iowa on Saturday.</li><li>He's ridden Harleys at other events over the years. It's unclear if the bikes were his or borrowed.</li></ul>Former Vice President Mike Pence rode into the Iowa state fairgrounds on a Harley on Saturday, grinning broadly as he hopped off the hog.<a href="https://twitter.com/JenniferJJacobs/status/1665008094240284672">Politics reporters noted</a> that he was the only <a href="https://www.businessinsider.com/pence-reagan-republican-trump-2024-presidential-election-conservatism-2023-5">(almost official) 2024 presidential contender</a> who actually rode with Sen. Joni Ernst in her annual "Roast and Ride" event. Florida Gov. Ron DeSantis (accompanied by his wife and children) <a href="https://newsroom.ap.org/detail/Election2024IowaDeSantis/3ce728ae064f4e1e9e61095904fa68ae/photo?Query=desantis&amp;mediaType=photo&amp;sortBy=arrivaldatetime:desc&amp;dateRange=Anytime&amp;totalCount=3639&amp;currentItemNo=9">arrived in an SUV</a>.Many online questioned Pence's street cred, causing his name to <a href="https://twitter.com/Mike_Pence/status/1665084474319683584">trend on Twitter</a> Saturday night.Pence has ridden motorcycles at past events, including a <a href="https://www.washingtontimes.com/multimedia/image/5_242017_image-5-pence8201jpg/" target="_blank" rel="noopener">veterans fundraiser</a> when he was governor of Indiana in <a href="https://twitter.com/govpencein/status/735835377194270721" target="_blank" rel="noopener">2016</a>.<div type="image" title="joni ernst waves as she rides a motorcycle with other bikers including mike pence down the highway" height="1956" width="2934" msid="100736244" hostid="261" sizebytes="395466"></div>It's unclear whether he owns the bike he rode on Saturday, which looked like a <a href="https://www.harley-davidson.com/us/en/motorcycles/street-glide-special.html">Harley Street Glide</a>.When the Pences got a puppy in 2017, they named it Harley: "I asked my wife for a motorcycle and I got a puppy, so I named it Harley," <a href="https://www.indystar.com/story/news/2017/06/20/why-mike-pence-named-his-puppy-harley/413263001/">The Indianapolis Star reported</a> Pence joked at the time.<div type="image" title="mike pence rides a harley motorcycle wearing a helmet, blue jeans, cowboy boots, and a leather vest with patches on it" height="1693" width="2539" msid="100736245" hostid="261" sizebytes="249000"></div>In older photos of Pence riding motorcycles at events, he always seems to wear the same outfit: cowboy boots, blue jeans, a leather vest with patches, and — of course — a helmet.He rode a different Harley past Indiana cornfields during the 2016 presidential campaign while sporting the same look.<div type="image" title="mike pence rides motorcycle past cornfields wearing a helmet, boots, jeans, and a leather vest" height="3514" width="5062" msid="100736246" hostid="261" sizebytes="1012528"></div>In 2018, the Milwaukee, Wisconsin-based company announced it would <a href="https://www.businessinsider.com/trump-threatens-harley-davidson-with-big-tax-if-they-leave-us-2018-6">move some jobs abroad because of former President Donald Trump's trade war</a>. <a href="https://twitter.com/realDonaldTrump/status/1011574256117993472?lang=en">Trump tweeted,</a> "Harley must know that they won't be able to sell back into U.S. without paying a big tax!"After being asked about the tweet, then-VP <a href="https://www.youtube.com/watch?v=wBLhsFwalN8">Pence told reporters</a>: "Our objective is to see Harley-Davidson, and every American company, grow jobs right here in America."<div type="image" title="donald trump harley davidson" height="1599" width="2000" msid="100736247" hostid="261" sizebytes="312068"></div>A spokesperson for Pence didn't immediately answer Insider's questions on his Harley history.

A history of Mike Pence's Harley-Davidson motorcycle rides

<keyword id="96419" type="COMPANY" weightage="20" keywordseo="Harley-Davidson">Harley-Davidson</keyword> dealers on Thursday sought fair deal from the company, which has announced its exit from the country and has announced partnership with <keyword id="6357252" type="COMPANY" weightage="20" keywordseo="Hero-MotoCorp">Hero MotoCorp</keyword> for the Indian market. <keyword id="10376306" type="COMPANY" weightage="20" keywordseo="the-harley-davidson-dealers-association">The Harley-Davidson Dealers Association</keyword> represents 33 outlets in the country. "All the 33 dealer partners have been facing a problem since Harley-Davidson announced withdrawal of <keyword id="10376304" type="UNKNOWN" weightage="20" keywordseo="independent-operations">independent operations</keyword> in India and revealed a new partnership with Hero MotoCorp," the Harley-Davidson Dealers Association said in a statement. Given a time-bound, take it or leave it situation that offered them no other option, 10 of the 33 dealer partners have gone ahead with becoming a part of the Hero MotoCorp's dealership network, it added. Given the situation where the dealers continue to wait to hear from Harley-Davidson on the issue of adequate compensation, these new dealership offers being held off for 23 of the 33 dealers only indicates how it is not beneficial to anyone, it noted. "Hero MotoCorp absorbing only 33 per cent of the dealers leaves the rest with uncertainty about the fate of the dealer partner investments and future business outlooks. This includes the 10 dealers who will be coerced to act without receiving any benefit," <keyword id="10376305" type="COMPANY" weightage="20" keywordseo="the-dealer-association">the dealer association</keyword> said. Hero MotoCorp is yet to decide on the fate and plight of the 23 dealers who are not being approached by it to be a part of its dealership network, it added. "We feel that providing us with a fair deal is Harley-Davidson's undeniable responsibility towards us," the dealers noted. In September this year, Harley-Davidson announced discontinuation of sales and manufacturing operations in India, a decade after it started selling its premium bikes in the country. In late-October, Hero MotoCorp and Harley-Davidson announced a partnership for the Indian market. As part of the deal, Hero MotoCorp will develop and sell a range of premium motorcycles under the Harley-Davidson brand name in the country. Besides, it will take care of service and parts requirements for Harley bikes. Further, Hero MotoCorp would sell Harley accessories and general merchandise, riding gear and apparel through a network of brand-exclusive Harley-Davidson dealers and its existing sales network in the country. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/a-coordinated-global-network-of-hackers-tried-to-break-into-the-covid-19-cold-chain-which-transports-vaccines-at-94-degrees-fahrenheit/articleshow/79549902.cms" data-type="tilCustomLink">A coordinated, global network of hackers tried to break into the COVID-19 'cold chain,' which transports vaccines at -94 degrees Fahrenheit</a> <a href="https://www.businessinsider.in/tech/news/sbis-mobile-banking-app-is-down-for-the-third-time-in-last-30-days/articleshow/79548953.cms" data-type="tilCustomLink">SBI’s mobile banking app is down for the third time in 30 days — digital services take a hit for the 25th time this year</a>

Harley-Davidson dealers seek 'fair deal' as only 10 approached by Hero MotoCorp

<ul class="summary-list"><li><keyword id="11898782" type="UNKNOWN" weightage="60" keywordseo="michael-burry" source="Orion">Michael Burry</keyword> built a $10 million stake in a SPAC buying <keyword id="12144072" type="UNKNOWN" weightage="60" keywordseo="harley-davidson" source="Orion">Harley-Davidson</keyword>'s electric-motorcycle unit.</li><li>"<keyword id="11930437" type="UNKNOWN" weightage="60" keywordseo="the-big-short" source="Orion">The Big Short</keyword>" investor, who bet on a key SpaceX rival last year, may be trolling Elon Musk.</li></ul>Michael Burry <a href="https://markets.businessinsider.com/news/stocks/big-short-michael-burry-scion-q4-stock-portfolio-cvs-bms-2022-2">recently revealed</a> a $10 million bet on an electric-motorcycle maker. The investor may be warming up to special-purpose acquisition companies (SPACs), <a href="https://markets.businessinsider.com/news/stocks/big-short-michael-burry-trolls-elon-musk-spacex-rocket-lab-2021-5-1030450294">thumbing his nose</a> at <a href="https://markets.businessinsider.com/stocks/tsla-stock">Tesla</a> and SpaceX CEO Elon Musk, or placing a bold wager on a business with historical links to Warren Buffett.Burry is best known for his massive bet against the mid-2000s housing bubble, which was immortalized in the book and movie "The Big Short." The <keyword id="11915969" type="UNKNOWN" weightage="60" keywordseo="scion-asset-management" source="Orion">Scion Asset Management</keyword> boss also <a href="https://markets.businessinsider.com/news/stocks/big-short-investor-michael-burry-scion-gamestop-stock-price-frenzy-2021-2-1030050393">laid the groundwork</a> for the meme-stock movement by investing in games retailer GameStop in 2019, and <a href="https://markets.businessinsider.com/news/stocks/elon-musk-michael-burry-tesla-twitter-spat-the-big-short-2021-11">clashed with Musk</a> last year over Tesla's heady valuation.Scion held 1 million shares of <keyword id="13230335" type="UNKNOWN" weightage="60" keywordseo="aea-bridges-impact" source="Orion">AEA-Bridges Impact</keyword>, a SPAC created by AEA Investors and Bridges Fund Management, at the end of December. The blank-check company had <a href="https://www.sec.gov/ix?doc=/Archives/edgar/data/793952/000119312521358023/d247786d8k.htm">struck a deal</a> to acquire LiveWire, <a href="https://markets.businessinsider.com/stocks/hog-stock">Harley-Davidson</a>'s electric-motorcycle division, a couple of weeks before that.AEA-Bridges Impact plans to finance the merger with the $400 million it raised from its stock-market debut in October 2020, plus $100 million from both Harley-Davidson — set to own 74% of LiveWire after the transaction closes — and Kymco, a Taiwanese powersports company.Burry has <a href="https://markets.businessinsider.com/currencies/news/big-short-michael-burry-tweets-tesla-robinhood-bitcoin-gamestop-bubble-2021-3-1030156694?utm_medium=ingest&amp;utm_source=markets">previously warned</a> that companies going public via SPAC deals aren't well-vetted and may not be the best businesses. However, Scion also bought a piece of Vector Acquisition, a SPAC that agreed to to buy SpaceX rival Rocket Lab, in the first quarter of 2021.It's notable that Burry, a value investor famous for sniffing out cheap and staid businesses, has now made a couple bets on aggressively valued, unproven technology companies. In the same year that he <a href="https://markets.businessinsider.com/news/stocks/big-short-michael-burry-elon-musk-tesla-cathie-wood-ark-2021-8">ramped up, then exited a bearish wager</a> against Tesla, he backed businesses in Musk's core industries of space transportation and <keyword id="11897958" type="UNKNOWN" weightage="60" keywordseo="electric-vehicles" source="Orion">electric vehicles</keyword>.Burry, who <a href="https://markets.businessinsider.com/news/stocks/big-short-investor-michael-burry-warren-buffett-popular-different-style-2020-12-1029887157?utm_medium=ingest&amp;utm_source=markets">studied Buffett closely</a> as a young investor, <a href="https://markets.businessinsider.com/news/stocks/big-short-michael-burry-spotted-apple-warren-buffett-stock-investment-2021-3-1030186770">called Apple</a> a "Buffett stock" nearly two decades before the Berkshire Hathaway chief made the iPhone maker the <a href="https://markets.businessinsider.com/news/stocks/warren-buffett-apple-stock-record-400-percent-gain-berkshire-hathaway-2022-1">largest holding</a> in his portfolio. His LiveWire investment could be a nod to Buffett, who <a href="https://markets.businessinsider.com/news/stocks/warren-buffett-loaned-300-million-harley-davidson-2009-financial-crisis-2020-6-1029306090">loaned $300 million</a> to Harley-Davidson during the financial crisis."I kind of like a business where your customers tattoo your name on their chest," the Berkshire boss quipped several years later.LiveWire's SPAC deal values it at about $1.8 billion. The business only made 387 bikes in 2021, generating $33 million in revenue and a $66 million pre-tax loss. The company's executives are targeting 100,000 units, $1.8 billion in revenue, and $64 million in profits in 2026.Read more: <a href="https://www.businessinsider.com/big-short-michael-burry-scion-burryology-reddit-q4-stock-portfolio-2022-2?r=US&amp;IR=T">The founder of a Michael Burry subreddit analyzes 'The Big Short' investor's latest portfolio changes — and explains why it's so important to track his moves</a>

'The Big Short' star Michael Burry invested in a SPAC buying Harley-Davidson's electric-motorcycle unit. He might be trolling Elon Musk or nodding to Warren Buffett.

<ul class="summary-list"><li>Warren Buffett loaned about $300 million to Harley-Davidson during the financial crisis.</li><li>The motorcycle maker needed cash in the face of softer demand and liquidity drying up.</li></ul>Warren Buffett loaned just over $300 million to <a href="https://markets.businessinsider.com/stocks/hog-stock#:~:text=The%2023%20analysts%20offering%20price,the%20last%20price%20of%2043.25.">Harley-Davidson</a> in February 2009, when the storied motorcycle maker was reeling from a one-two punch of weaker demand and a cash crunch during the financial crisis.A few weeks earlier, Harley-Davidson had <a href="https://www.sec.gov/Archives/edgar/data/793952/000089706909000102/0000897069-09-000102-index.htm">unveiled a three-part plan</a> to weather the downturn. It centered on investing in its brand, cutting expenses, and finding the money to cover its financing division's roughly $1 billion in yearly costs.The first two elements translated into targeting younger and more diverse riders; closing plants, combining operations, and outsourcing some distribution; and laying off about 1,100 employees or about 12% of its workforce.However, paralyzed credit markets made it tricky to fulfill the third part of the plan. The company ultimately decided to borrow from its largest shareholder, Davis Selected Advisers, as well as Buffett's <a href="https://markets.businessinsider.com/stocks/brk-b-stock">Berkshire Hathaway</a>.The pair effectively <a href="http://investor.harley-davidson.com/static-files/59e7e34d-da5f-4370-8eed-96cb43243f13">loaned it a combined $600 million</a> for five years at a hefty 15% annual interest rate."It was the bridge we needed to get us through a rough time," Harley-Davidson's finance chief, John Olin, <a href="https://fortune.com/2014/04/25/how-warren-buffett-helped-save-harley-davidson/">told Fortune in 2014</a>.The manufacturer needed the cash to continue offering financing to motorcycle dealerships and retail customers, and to keep its production lines rolling, Olin continued.The high-interest loan was its only option to borrow money without giving up a stake in the company, he added.<h2>'I knew enough to lend them money'</h2>Buffett struck a bunch of similar deals during the crisis. For example, he <a href="https://markets.businessinsider.com/news/stocks/warren-buffett-berkshire-hathaway-goldman-sachs-sale-billions-return-bailout-2020-5-1029212109">invested $5 billion in Goldman Sachs</a> and <a href="https://markets.businessinsider.com/news/stocks/warren-buffett-invested-3-billion-general-electric-ge-2008-crisis-2020-6-1029327040">$3 billion in General Electric</a> in the fall of 2008."Credit remained virtually nonexistent," Alice Schroeder said about that period in "The Snowball: Warren Buffett and the Business of Life."Schroeder added: "Buffett lent at interest rates that in some instances bordered on usurious."The famed investor also displayed his ruthlessness when he refused Harley-Davidson's request to repay its loan early. Berkshire said it was happy with the agreed terms, the company told Fortune.Buffett <a href="https://www.omaha.com/money/buffett/warren-buffett-did-well-on-09-loan-to-harley-davidson-but-longer-ride-would-have/article_0bd132e1-ab0b-568b-a330-867a84bf1db1.html">likely netted</a> a solid $150 million in profit from the loan. Yet he could have raked in over $1 billion by investing $300 million in Harley-Davidson stock instead, as its shares more than quadrupled in value between 2009 and 2014.A shareholder asked Buffett why he opted for debt instead of equity during <a href="http://minesafetydisclosures.com/transcripts">Berkshire's annual meeting in 2010</a>."I knew enough to lend them money; I didn't know enough to buy the equity," the investor replied."I kind of like a business where your customers tattoo your name on their chest," he continued. "But figuring out the economic value of that ... I'm not sure even going out and questioning those guys I'd learn much from them."Buffett added that he made the loan because he felt confident at the time that "a) Harley-Davidson was not going out of business, and that b) 15% was going to look pretty damned attractive."<h2>Keeping it simple</h2>Berkshire made "very good money" by simply determining Harley-Davidson wouldn't go broke and lending it some much-needed cash, Buffett said at the meeting.Buying its stock would have posed tougher questions such as whether the motorcycle market would shrink or the company's margins would suffer from the economic downturn, he added.The Harley-Davidson loan and other crisis-era deals showcased how Berkshire's policy of <a href="https://markets.businessinsider.com/news/stocks/why-warren-buffett-unhappy-berkshire-hathaway-record-137-billion-cash-2020-4-1029181516">keeping some cash in the bank</a> and never going all in on stocks can pay off handsomely, Buffett noted."We felt very good about where that philosophy left us," he said. "We actually could do things at a time when most people were paralyzed, and we'll keep running it that way."Read more: <a href="https://www.businessinsider.com/david-rubenstein-book-warren-buffett-carlyle-berkshire-key-investing-skills-2022-10?utm_medium=ingest&amp;utm_source=markets" rel="">David Rubenstein views Warren Buffett as the ultimate investor. The Carlyle billionaire outlines the 12 traits and habits that are critical to Buffett's success.</a>

Warren Buffett loaned $300 million to Harley-Davidson during the financial crisis. Here's a look back at how he helped the motorcycle maker.

<ul class="summary-list"><li>Serial 1 is the first vertically integrated electric-bike brand from a <keyword id="11894924" type="UNKNOWN" weightage="60" keywordseo="transportation" source="Orion">transportation</keyword> company.</li><li>Only one of Serial 1's models is priced under $4,000, the limit for a proposed <keyword id="12698197" type="UNKNOWN" weightage="60" keywordseo="tax-credit" source="Orion">tax credit</keyword>.</li><li><keyword id="12144072" type="UNKNOWN" weightage="60" keywordseo="harley-davidson" source="Orion">Harley-Davidson</keyword> spun Serial 1 off in 2020, but dealerships will sell e-bikes and offer services.</li></ul><a href="https://www.serial1.com/">Serial 1</a>, the electric-bike company started by the US motorcycle maker Harley-Davidson in 2018, signals an progression of the bicycle industry's business model and independent development. However, most of its models would not qualify for a proposed tax credit in President Biden's infrastructure bill.Sales of electric cars have received an estimated <a href="https://sgp.fas.org/crs/misc/IF11017.pdf">$10 billion</a> in US tax credits, but <keyword id="11963829" type="UNKNOWN" weightage="60" keywordseo="electric-bikes" source="Orion">electric bikes</keyword> could finally get some of that assistance from the federal government. Last month, the "<keyword id="12054670" type="UNKNOWN" weightage="60" keywordseo="build-back-better" source="Orion">Build Back Better</keyword>" spending bill passed the House and it is now waiting for a decision in the Senate. The 2,000 page bill contains a 30% tax-credit for up to $3,000 spent on a new e-bike, but excludes models that sell for more than $4,000.Serial 1 offers four models ranging from $3,800 to $5,500. In the original proposal of the bill, the tax credit covered 30% of spending up to $5,000 for bikes priced up to $8,000. Unlike <a href="https://www.insidehook.com/article/vehicles/car-companies-selling-e-bikes">other transportation companies</a>, which have partnered with existing bicycle companies or rebranded existing models from manufacturing facilities in Asia, Serial 1 has the distinction of designing and engineering its electric bikes at Harley-Davidson's headquarters in Milwaukee. "I think we sensed that the opportunity was substantial and significant" the brand director Aaron Frank said. "And the only way to be successful is to actually invest in building a really good product and a really good brand that has some staying power." While the original plan was to launch the electric-bike brand with the iconic Harley-Davidson name, Serial 1 was <a href="https://www.businessinsider.com/serial-1-e-bike-review-harley-davidson-electric-commuter-cty-2020-12">spun off</a> from the company last year. But Frank said Harley-Davidson will still hold a minority stake and sell Serial 1's electric bikes at its dealerships in Europe and the United States, which will also offer maintenance services.Serial 1 is not explicitly a <keyword id="11896309" type="UNKNOWN" weightage="100" keywordseo="sustainability" source="Orion">sustainability</keyword> company like <a href="https://www.businessinsider.com.au/category/allbirds">Allbirds</a> or <a href="https://www.businessinsider.com.au/category/patagonia">Patagonia</a>, which emphasize their initiatives on helping the environment. But electric-bicycle businesses, including <a href="https://www.businessinsider.com/vanmoof-builds-e-bikes-according-to-the-philosophy-of-elon-musk-r">VanMoof</a>, <a href="https://www.businessinsider.com/charge-xc-electric-off-road-bike-ebike-review-2020-9">Charge</a>, and <a href="https://www.businessinsider.com/best-folding-electric-bike-ebike-gocycle-commuting-2021-8">Gocycle</a>, are important as transportation alternatives to traditional cars and have the ability to help <a href="https://www.sciencedirect.com/science/article/pii/S1361920920306696?via%3Dihub">lower carbon emissions</a> on a large scale. A well-built electric bike, capable of being used and maintained for several years, is also more sustainable than a poorly built, lower-priced competitor because it helps reduce the likelihood that cheap components, batteries, or the bikes themselves are sent to landfills. Here are the most important things Frank said you need to know about Serial 1's business model.<h2>Designed for noncyclists</h2>Serial 1 designed most of its lineup specifically for city commuters. (Prices rose last fall due to <a href="https://electrek.co/2021/03/07/electric-bicycle-prices-are-rising-and-its-not-only-because-the-tariff-exceptions-expired/">widespread supply-chain issues</a>.) Interested buyers in the United States and Europe can order Serial 1's bikes online through its website and a limited number of American independent bike shops, in addition to Harley-Davidson dealerships.While plenty of competitors offer electric bikes for under $1,500, Frank said the Serial 1 line was deliberately designed for noncyclists to be intuitive, easy to use, <a href="https://www.businessinsider.com/affordable-vs-expensive-electric-bike-comparison-serial-1-rad-power-2021-4">low-maintenance</a>, and built to last. Features like a carbon-fiber belt drive are initially more expensive but also need less replacement and attention over time, reducing waste and time in repair shops. "People who are not cyclists don't want to adjust derailleurs," Frank said. "They just want to get on a bike and ride."<h2>Reimagined as a car alternative</h2>Serial 1's models are primarily intended for urban riders as a <a href="https://thebikeadviser.com/bike-commuting-united-states/">commuting alternative</a> to cars and <a href="https://bloustein.rutgers.edu/bikeshare-subway-ridership-changes-during-covid19-pandemic-nyc/">public transportation</a>. Frank said the company's market research showed this demographic was the biggest opportunity in the bike industry both for Europe and the United States, especially during the pandemic. Analysis by NBC News also found the percentage of <a href="https://www.nbcnews.com/news/us-news/covid-fueled-rise-e-bike-see-where-ridership-grew-u-n1272127">electric-bike trips</a> among public bike-share systems rose from 11% in May 2020 to 38% in May of this year.Serial 1's original target — affluent consumers riding for fun — was based on the perception that its e-bikes would be seen as an expensive toy in North America. Frank said this idea was quickly reexamined in Europe as well as large cities in the US, replaced with people who use e-bikes as their primary mode of getting around. As a result, Serial 1 is seeing more young and less affluent buyers it didn't expect, even at a higher price point. "When we look at how much it costs to drive a car for a year, compared to what it costs to ride an e-bike for a year, it's dramatic," Frank said. "Even if you spend $5,000 or $10,000 on an e-bike, it's still dramatically cheaper in terms of use."The <a href="https://newsroom.aaa.com/2021/08/sticker-shock-owning-a-new-vehicle-costs-nearly-10000-annually/">latest report</a> from AAA put the average annual cost of a car at $9,666, but 40% of that cost measured how quickly the vehicle's value declined after five years.<div type="image" title="A woman wearing a bike helmet, jean jacket, black pants and boots rides a Serial 1 electric bike on a street." height="2688" width="3583" msid="88174747" hostid="261"></div><h2> Invested for the long term</h2>Frank is well aware of how shortages of <a href="https://www.pinkbike.com/news/burning-question-how-long-are-bike-shop-lead-times.html">bike mechanics</a> and <a href="https://www.theglobeandmail.com/business/article-its-turmoil-why-the-global-bike-shortage-wont-end-soon/">parts</a>, the closure of GM's electric-bike program <a href="https://www.theverge.com/2020/5/12/21256722/gm-ariv-shuts-down-ebike-production-covid">last year</a>, and a higher price point compared to other brands might make some potential buyers nervous about buying from Serial 1. That hasn't stopped the company from recently selling <a href="https://markets.businessinsider.com/news/stocks/serial-1-debuts-limited-edition-mosh-tribute-ebike-first-in-s1-series-1030808246">650 limited-edition models</a> priced at $5,995 in less than a week. In response, Frank said the company had invested across several channels to increase the bikes' lifespans, including service training at Harley-Davidson dealerships for electric-bike maintenance; extra customer-service representatives to answer questions related to online sales; and high-quality standard components (wheels, tires, and brakes) that can be easily replaced at most independent bike shops. "We're very serious about being a full-portfolio electric bicycle manufacturer," Frank said. "We're designing a product that is differentiated and relevant in the market and built to last,"

Only one of Harley-Davidson's electric bikes would qualify for a proposed tax credit. Here are 3 ways the 118-year-old company has committed to sustainability — and customer satisfaction.

<ul class="summary-list"><li>Serial 1 is the first vertically integrated electric-bike brand from a <keyword id="11894924" type="UNKNOWN" weightage="60" keywordseo="transportation" source="Orion">transportation</keyword> company.</li><li>Serial 1's four models are designed to be low-maintenance car alternatives for urban commuters.</li><li><keyword id="12144072" type="UNKNOWN" weightage="60" keywordseo="harley-davidson" source="Orion">Harley-Davidson</keyword> spun Serial 1 off in 2020, but dealerships will sell e-bikes and offer services.</li></ul><a href="https://www.serial1.com/">Serial 1</a>, the electric-bike company started by the US motorcycle maker Harley-Davidson in 2018, signals an progression of the bicycle industry's business model and independent development. Unlike <a href="https://www.insidehook.com/article/vehicles/car-companies-selling-e-bikes">other transportation companies</a>, which have partnered with existing bicycle companies or rebranded existing models from manufacturing facilities in Asia, Serial 1 has the distinction of designing and engineering its <keyword id="11963829" type="UNKNOWN" weightage="60" keywordseo="electric-bikes" source="Orion">electric bikes</keyword> at Harley-Davidson's headquarters in Milwaukee. "I think we sensed that the opportunity was substantial and significant" the brand director Aaron Frank said. "And the only way to be successful is to actually invest in building a really good product and a really good brand that has some staying power." While the original plan was to launch the electric-bike brand with the iconic Harley-Davidson name, Serial 1 was <a href="https://www.businessinsider.com/serial-1-e-bike-review-harley-davidson-electric-commuter-cty-2020-12">spun off</a> from the company last year. But Frank said Harley-Davidson will still hold a minority stake and sell Serial 1's electric bikes at its dealerships in Europe and the United States, which will also offer maintenance services.Serial 1 is not explicitly a <keyword id="11896309" type="UNKNOWN" weightage="100" keywordseo="sustainability" source="Orion">sustainability</keyword> company like <a href="https://www.businessinsider.com.au/category/allbirds">Allbirds</a> or <a href="https://www.businessinsider.com.au/category/patagonia">Patagonia</a>, which emphasize their initiatives on helping the environment. But electric-bicycle businesses, including <a href="https://www.businessinsider.com/vanmoof-builds-e-bikes-according-to-the-philosophy-of-elon-musk-r">VanMoof</a>, <a href="https://www.businessinsider.com/charge-xc-electric-off-road-bike-ebike-review-2020-9">Charge</a>, and <a href="https://www.businessinsider.com/best-folding-electric-bike-ebike-gocycle-commuting-2021-8">Gocycle</a>, are important as transportation alternatives to traditional cars and have the ability to help <a href="https://www.sciencedirect.com/science/article/pii/S1361920920306696?via%3Dihub">lower carbon emissions</a> on a large scale. A well-built electric bike, capable of being used and maintained for several years, is also more sustainable than a poorly built, lower-priced competitor because it helps reduce the likelihood that cheap components, batteries, or the bikes themselves are sent to landfills. Here are the most important things Frank said you need to know about Serial 1's business model.<h2>Designed for noncyclists</h2>Serial 1 offers four models ranging from $3,800 to $5,500, three of them specifically for city commuters. (Prices rose last fall due to <a href="https://electrek.co/2021/03/07/electric-bicycle-prices-are-rising-and-its-not-only-because-the-tariff-exceptions-expired/">widespread supply-chain issues</a>.) Interested buyers in the United States and Europe can order Serial 1's bikes online through its website and a limited number of American independent bike shops, in addition to Harley-Davidson dealerships.While plenty of competitors offer electric bikes for under $1,500, Frank said the Serial 1 line was deliberately designed for noncyclists to be intuitive, easy to use, <a href="https://www.businessinsider.com/affordable-vs-expensive-electric-bike-comparison-serial-1-rad-power-2021-4">low-maintenance</a>, and built to last. Features like a carbon-fiber belt drive are initially more expensive but also need less replacement and attention over time, reducing waste and time in repair shops. "People who are not cyclists don't want to adjust derailleurs," Frank said. "They just want to get on a bike and ride."<h2>Reimagined as a car alternative</h2>Serial 1's models are primarily intended for urban riders as a <a href="https://thebikeadviser.com/bike-commuting-united-states/">commuting alternative</a> to cars and <a href="https://bloustein.rutgers.edu/bikeshare-subway-ridership-changes-during-covid19-pandemic-nyc/">public transportation</a>. Frank said the company's market research showed this demographic was the biggest opportunity in the bike industry both for Europe and the United States, especially during the pandemic. Analysis by NBC News also found the percentage of <a href="https://www.nbcnews.com/news/us-news/covid-fueled-rise-e-bike-see-where-ridership-grew-u-n1272127">electric-bike trips</a> among public bike-share systems rose from 11% in May 2020 to 38% in May of this year.Serial 1's original target - affluent consumers riding for fun - was based on the perception that its e-bikes would be seen as an expensive toy in North America. Frank said this idea was quickly reexamined in Europe as well as large cities in the US, replaced with people who use e-bikes as their primary mode of getting around. As a result, Serial 1 is seeing more young and less affluent buyers it didn't expect, even at a higher price point. "When we look at how much it costs to drive a car for a year, compared to what it costs to ride an e-bike for a year, it's dramatic," Frank said. "Even if you spend $5,000 or $10,000 on an e-bike, it's still dramatically cheaper in terms of use."The <a href="https://newsroom.aaa.com/2021/08/sticker-shock-owning-a-new-vehicle-costs-nearly-10000-annually/">latest report</a> from AAA put the average annual cost of a car at $9,666, but 40% of that cost measured how quickly the vehicle's value declined after five years.<div type="image" title="A woman wearing a bike helmet, jean jacket, black pants and boots rides a Serial 1 electric bike on a street." height="2688" width="3583" msid="86755985" hostid="261"></div><h2> Invested for the long term</h2>Frank is well aware of how shortages of <a href="https://www.pinkbike.com/news/burning-question-how-long-are-bike-shop-lead-times.html">bike mechanics</a> and <a href="https://www.theglobeandmail.com/business/article-its-turmoil-why-the-global-bike-shortage-wont-end-soon/">parts</a>, the closure of GM's electric-bike program <a href="https://www.theverge.com/2020/5/12/21256722/gm-ariv-shuts-down-ebike-production-covid">last year</a>, and a higher price point compared to other brands might make some potential buyers nervous about buying from Serial 1. That hasn't stopped the company from recently selling <a href="https://markets.businessinsider.com/news/stocks/serial-1-debuts-limited-edition-mosh-tribute-ebike-first-in-s1-series-1030808246">650 limited-edition models</a> priced at $5,995 in less than a week. In response, Frank said the company had invested across several channels to increase the bikes' lifespans, including service training at Harley-Davidson dealerships for electric-bike maintenance; extra customer-service representatives to answer questions related to online sales; and high-quality standard components (wheels, tires, and brakes) that can be easily replaced at most independent bike shops. "We're very serious about being a full-portfolio electric bicycle manufacturer," Frank said. "We're designing a product that is differentiated and relevant in the market and built to last,"

Harley-Davidson's new electric bikes signal an evolution in a growing industry. Here are 3 ways the 118-year-old company is committed to sustainability - and customer satisfaction.

27. Harley-Davidson Rides to Live

<ul class="summary-list"><li><a href="https://www.businessinsider.com/category/harley-davidson">Harley-Davidson</a> is the most well-known American motorcycle brand in the world, but that status may be preventing the company's future growth.</li><li>Its core customers helped the company reach new heights in 2006.</li><li>But today, <a href="https://www.businessinsider.com/harley-davidson-company-history-photos-2019-5">Harley is facing challenges reaching new customers</a>.</li><li>Without new riders, the company might slowly erode.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>Following is a transcription of the video: Irene Kim: You don't have to be a biker to know about Harley-Davidson. Harleys are big, loud, fast, and inherently American. Commercial: Until you've been on a Harley-Davidson, you haven't been on a motorcycle. Jake Holth: You get some of that instant respect just riding one alone. Kim: And for decades, that iconic American brand worked. In 2006, the company's US sales peaked. It sold over 260,000 bikes in the United States and reported a profit of $1 billion. But after the recession struck in 2007, Harley sales plummeted, dragging the stock price down with it, and the company still hasn't completely recovered.Matthew DeBord: In decades, they could wind up just disappearing. We'll all still associate Harley-Davidson with being the greatest motorcycle brand in the world, but there won't be any motorcycles. You won't be able to buy one.Kim: So, what happened? Harley-Davidson got its start in 1903 out of a shed in Wisconsin where William Harley and Arthur Davidson made their first motorcycle. But the company didn't really take off until World War II. And, in a way, if it weren't for the war, Harley-Davidson may not exist today. During World War II, Harley-Davidson produced about 60,000 bikes for the US military. DeBord: This was when you really had people who'd never experienced serious machinery that can deliver. I mean, it's a machine of war, but it's also a h--- of a lot of fun. Commercial: A terrific test for men and machines, they take the bumps in high gear. Now they're real veterans of the saddle.Kim: After experiencing the atrocities of war, soldiers returned home and saw America in a different light. And out of that, they created a counterculture that would become the building blocks for the Harley-Davidson lifestyle.DeBord: America is a very conservative place at the time, and a lot of guys came back from that, and they said: "Uh-uh, I'm not interested in that. I'm gonna get me a Harley-Davidson motorcycle, and I'm gonna go live on the road. I'm gonna live my life on my terms with freedom, mobility, attitude."Kim: Between 1945 and 1970, the number of registered motorcycles in the US jumped from 198,000 to 2.8 million. But it was Hollywood that set Harley-Davidson motorcycles apart from the rest, with films like "The Wild One" and "Easy Rider" featuring Harleys.Billy: All we represent to them, man, is somebody who needs a haircut.George: Oh, no. What you represent to them is freedom.Kim: By the end of the '70s, Harley-Davidson wasn't just selling motorcycles anymore; it was selling a lifestyle, with jackets, vests, and T-shirts. Harley-Davidson even had its own club, called the Harley Owners Group, for devout customers. In short, if you owned a Harley-Davidson, you were cool. And baby boomers took notice.DeBord: The core baby boomers, they're the ones who really built Harley up into the juggernaut that it became in the postwar period.Kim: By the '80s, baby boomers were prospering, and so was Harley-Davidson. The Harley Owners Group grew to more than 90,000 members. In 1984, the company made a profit of $2.9 million. Just two years later, profits hit $4.3 million. Harley-Davidson went public in 1986 and continued to rake in cash into the millennium. In 2006, as its core customer reached middle age, the company's stock price peaked, and it reported over $1 billion in profit. But then, in 2007, the recession hit. Like many companies during the Great Recession, Harley struggled with its sales. Its stock price plunged by 60 points from its peak in 2006 to 2009. The 86% drop marked a 13-year low. Before the recession, Harley had been trying to reach emerging markets, like women and young adults, with marketing events, beginner bikes, and smaller, more fuel-efficient models, but it had little success. And at the end of 2009, the company reported $55 million in losses. So, to survive the recession, the company refocused on the kind of bike it knew its core customer wanted, which were big, loud models. And it worked. Profits rode back up to $844 million in 2014, but not everything was as good as it appeared. Those profits just masked the brand's long-term issues.DeBord: If you looked at a chart, what you would see is not, you know, this kind of thing, where it goes [makes crash sound] like that, but more like, you're looking at this kind of slow erosion.Kim: The first issue is that Harley's core customer is aging. In 1985, a motorcycle owner's median age was 27. By 2003, it was 41. And by 2018, it rose to 50, which means Harley-Davidson's customer base is only getting older. And right now, no one's taking its place. The second factor is the price. Harleys are expensive. According to The New York Times, the average cost of a Harley is about $20,000. They're also not practical vehicles for commuting and usually end up becoming pricey toys, which leads to the third and final problem: Harley-Davidson's brand just hasn't captivated millennials the same way it did baby boomers, and the baby boomers that helped the brand thrive also burdened the company with the reputation that Harleys are only for middle-aged white men, trapping the company between brand loyalists and future growth. But Harley-Davidson isn't going down without a fight. The person tasked with solving these issues is Harley's CEO, Matt Levatich.DeBord: He has the most difficult job in the world. He has the choice of just sitting there and riding out this slow erosion, but he has decided that he's gonna take this opportunity, I think wisely, to try to ensure a better future.Kim: One way Levatich is doing this is with Harley-Davidson's buyback program.Holth: That is a program that Harley offers on their entry-level bike, known as the Sportster, where you can buy a newer Sportster and trade it in within a year and get every dollar you spent buying that bike on an upgrade. It's a great way to kind of get your feet wet and then upgrade to something that's better suited to you after you kind of figure it out.Kim: Under Levatich, the company is focusing on reaching out to new riders. When Business Insider reached out to Harley-Davidson for comment, a representative sent over a release about the company's current strategy, which focuses on expanding its global market and launching new products, like electric bikes and smaller models. But right now, there's another obstacle standing in Harley's way.Donald Trump: We will have a 25% tariff on foreign steel and a 10% tariff on foreign aluminum when the product comes across our borders.Kim: Which means it's now more expensive to produce motorcycles in America. In response, the European Union introduced a retaliatory tariff on US goods, including bourbon and motorcycles, which The New York Times reported would have made the bikes about $2,200 more expensive in Europe. To avoid the tariffs, Harley continued to shift manufacturing to other countries, which Trump and some of Harley's core customers didn't appreciate.Trump: Harley-Davidson, please build those beautiful motorcycles in the USA, please, OK? Don't get cute with us. Don't get cute.DeBord: In contemporary industrial economics, you don't build the bikes in the US and put them on a boat and send them where you want to sell them. You manufacture them at the point of sale, and that way they can be properly aligned with the market.Kim: With all these factors in play, can Harley-Davidson grow its business while protecting its brand?DeBord: They are stuck, but they're stuck with a not unappealing problem, which is that, even though they're stuck, they can still make a lot of money on the stuckness. They still control a huge percentage of the market, and they're able to use that market control and the products that they sell in it to generate very substantial profits and share those profits with their investors.Kim: And Harley-Davidson can then use those profits to reinvest in the business and try new things. DeBord: The brand equity that Harley has is infinitely valuable. It's amazing.Kim: But who knows if that'll be enough?<a href="https://www.businessinsider.com/generation-z?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_hub&amp;itm_content=millennials&amp;itm_campaign=generation-z-2"></a>

The rise and fall of Harley-Davidson

New Delhi, May 15 () Cult bike maker Harley-Davidson on Friday said it has launched home delivery for its motorcycles besides extending service warranties in the wake of the COVID-19 induced lockdown. Continuing with contactless services, the company has formalized the Harley-Davidson Home Delivery program, Harley-Davidson India said in a statement. "This will help customers explore the range of Harley-Davidson models on H-D.com and then directly connect with a dealer expert via the dealer locator to discuss their purchase and payment opportunities. Home deliveries are free for distance up to 40kms from the dealership and chargeable for every extra kilometer," it added. Harley-Davidson Managing Director - Asia Emerging Markets and India Sajeev Rajasekharan said, "For an experiential brand like ours, it is critical to stay engaged with customers and enthusiasts continuously, keeping them hooked to the brand. We have introduced a number of initiatives to keep them motivated and look forward to riding." As part of several initiatives launched in April and May, the company said it is also offering 30-day extension for Harley owners whose product warranties are expiring during the lockdown period. "The brand will also provide a 60-day extension to customers who fall under the HDFS (Harley-Davidson Financial Services) planned maintenance program. The H-D contact centre and Road-Side Assistance will continue to provide support services to all customers," it added. RKL ABMABM

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