The Motor Company Adds STACYC To The Plan
When Matt Levatich unveiled Harley-Davidson’s plans to roll out 100 new motorcycles and build 2 million new riders a couple of years ago, the skeptics came out of the woodwork! However Harley’s 10 year plan just accelerated with the purchase of STACYC e-drive balance bikes.
“We’re thrilled to have STACYC become part of the Harley-Davidson family,” said Harley-Davidson Senior VP of Marketing & 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.”
As a subsidiary, a Harley-branded version of STACYC’s 12-inch and 16-inch models will be available to select Harley-Davidson dealers. The branded products will be available in the U.S. in the third quarter of 2019. Non-Harley branded bikes will continue to be sold through STACYC’s existing distribution network. STACYC entered the market in 2016 and sells their kids’ bikes for an MSRP range of $649 to $699 through powersports dealerships, including 29 Harley-Davidson dealerships, online and via independent bicycle retailers.
STACYC has inspired more than 6,000 new riders to join the sport since its inception. The company continues to serve 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 STACYC founder Ryan Ragland.
“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 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 premium, high-performance electric motorcycles in fall 2019, with future lightweight and middleweight electric motorcycles at various price points starting in 2021.
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.
“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.”