Serial 1 Cycle – The bike for everyone without a motorcycle licence

When we first wrote about Serial 1 in 2020, the project was little more than an announcement: Harley-Davidson, the motorcycle maker from Milwaukee, was launching its own e-bike brand. Six years on, the brand is under new ownership, with real production models and a completely revamped manufacturing process. Here’s what became of the idea.

From Motorcycle Myth to Pedelec

For more than 120 years, Harley-Davidson has stood for heavy machines, loud sound and a certain way of life. It was precisely this company that, in 2020, founded a start-up that builds exactly the opposite: quiet, light and without an internal combustion engine. The name Serial 1 is a reference to “Serial Number One,” the oldest surviving Harley motorcycle from 1903. The message was clear: we’re doing something new, but we know our history.

The idea behind it was more pragmatic than the brand myth might suggest. The e-bike market was already growing at double-digit rates, and Harley was looking for ways to reach a younger, more urban audience that had no use for a 300-kilogram machine. A pedelec doesn’t require a driver’s license, insurance or even a parking space in a garage. That’s exactly where Serial 1 aimed to fit in.

A brand synonymous with 300-kilogram machines suddenly builds a bike anyone can ride without a license. That’s not a contradiction-it’s strategy.

What became of the announcement

In 2021, the first production models hit the market-not the single “Serial 1 Cycle” teased in 2020, but an entire family: the pared-down MOSH/CTY without gears for city use and the RUSH/CTY line with mid-motor, belt drive and hub gears. Technically, it was solidly engineered. The Brose mid-motor, a frame-integrated battery and a low-maintenance Gates carbon belt instead of a chain showed that people who understand value were behind the project.

Commercially, however, it proved tougher. E-bikes in the premium segment face a fiercely competitive market, and a brand without a traditional dealer network struggled to gain traction. In 2023, Harley-Davidson took the logical step and sold Serial 1 to LEV Manufacturing, a maker of light electric vehicles based in Florida. At the start of 2025, production resumed, this time assembled in the USA with its own service network. The stated goal: lower prices and shorter turnaround for maintenance and spare parts.

Is Serial 1 worth it today?

The honest answer: it depends on what you’re after. If you need an e-bike as a utilitarian tool for your commute, established brands usually offer more choice and a denser dealer network. Serial 1 plays to different strengths: design, material quality and a story you can tell at the pub. Current RUSH/CTY models run from roughly €4,600 to €5,200 depending on trim. That’s premium territory, but not an outlier at that level.

One thing to bear in mind if you’re still clinging to the old image: Serial 1 no longer carries the Harley logo. It’s now an independent brand. The Harley connection is heritage, not a promise. If you can accept that and you value a clean, low-maintenance city bike with character, you’ll get a well-thought-out product. If you’re expecting a motorcycle myth on two wheels, you’re in the wrong place.

For more on clean mobility, check out our look back at The Future of Mobility and Three Good Reasons for a Green Car. If you’d rather ride light without heavy gear, read our piece on Leisure Sports Without Stress or Heavy Equipment. And if you see the e-bike as a training tool, InspiredBySports has tips on weaving cycling into your daily routine.