SERIAL 1

Overview

Serial 1 is a manufacturer of premium electric bicycles that originated as a skunkworks project within Harley-Davidson's Product Development Center in 2018. The brand combines Harley-Davidson's engineering expertise and two-wheel electric propulsion knowledge with startup agility, positioning itself in the high-end e-bike market with intelligent, human-centered designs. Serial 1 became an independent brand in 2020 and was subsequently acquired by LEV Manufacturing in 2023, which has positioned the company for USA-based manufacturing and expanded service support.

History

Serial 1 began as a skunkworks project inside Harley-Davidson's Product Development Center in 2018, developed by a small group of motorcycle and bicycle enthusiasts focused on creating premium e-bikes. The brand became independent in 2020, leveraging Harley-Davidson's product development capabilities while operating with startup agility. In 2023, LEV Manufacturing acquired Serial 1, bringing extensive light electric vehicle manufacturing experience. The company announced plans for USA-based e-bike assembly and an official product relaunch in early 2025, with a commitment to in-house production and dedicated service teams.

Product Lines

Manufacturing

Serial 1 transitioned to USA-based assembly under LEV Manufacturing's ownership, with production and in-house service teams established in the United States. The company leverages LEV Manufacturing's decades of experience in designing and manufacturing light electric vehicles domestically. This shift from previous outsourced production aims to improve quality control, reduce costs, and enhance customer support through dedicated USA-based service networks.

Notable Products

• BASH/MTN (GEN 2) - Mountain e-bike with advanced suspension and terrain capability for off-road riding
• RUSH/CTY SPEED (GEN 2) - High-performance urban commuter designed for speed-focused city riding
• MOSH/CTY (GEN 2) - Accessible city e-bike positioned for casual urban commuting

Reputation

Serial 1 benefits from strong brand heritage tied to Harley-Davidson's engineering reputation and two-wheel expertise, commanding consumer trust in the premium e-bike segment. The brand is recognized for intelligent design and advanced bicycle technology, appealing to enthusiasts seeking quality over budget options. However, as a relatively young independent brand, Serial 1 faces competition from established e-bike manufacturers. The recent transition to USA-based manufacturing under LEV Manufacturing is viewed as a positive step toward improved pricing and service, though long-term execution remains to be demonstrated.