The announcement came from the Harley Davidson and according to the company, it is investing in electric motorcycle startup Atla Motors. This move is viewed as a bit to accelerate the electrification of Bar & Shield and product development effort. Formerly known as BRD motorcycles, it is a small startup of motorcycles. Based in Silicon Valley Tesla co-founders, Marc Tarpenning and Martin Eberhard financially gave a touch to it. So far, it is focusing on off-road bikes driven electrically and have the bike lineup. The amount remains undisclosed yet but Harley Davidson has announced that the duo will build the electric motorcycles.
Aim of Harley-Davidson & Atla Startup
” Earlier this year, as part of our 10-year strategy we iterated our commitment to building the next generation of Harley Davidson riders, in part, by aggressively investing in electric vehicle Technology. Atla has demonstrated Innovation and expertise in electric vehicles. Also, their objectives align closely with ours. We have strengths and capabilities that will be mutually beneficial as we work together to develop cutting-edge electric motorcycles,” said Matt Levatich, President, and CEO of Davidson.
Firstly the LifeWire concept introduced in 2014. Harley-Davidson has a serious consideration about the electric motorcycle even though the electric cruiser introduced 4 years ago and it has to view the production status. Nevertheless, Harley confirms the first electric Cruiser may hit the markets in 2019. In fact, Levatic once again looked the commitment of the company to electrification earlier this year.
“We believe the electric vehicles are where Global mobility is headed. Also holds great appeal for existing Riders as well as opportunity to bring new Riders into the sport. We intend to be the world leader in the electrification of motorcycles. At the same time, remain true to our gas and oil roots by continuing to produce a broad portfolio of motorcycles that appeal to all types of Riders around the world,” added Levatich.
The last collaboration between Harley and Atla will turn their focus on “new electric urban motorcycles”. Both companies, however, will develop their own motorcycle independently.