harley davidson – Page 2 – Velocette Records

Electric motorcycle brand LiveWire presents its first bike

July 8, 2021 Diana M. Cuyler Motorcycle Brand

Harley-Davidson’s latest motorcycle is not a Harley-Davidson. It’s a LiveWire – a new autonomous brand for electric two-wheelers.

“We are committed to making Harley-Davidson the electric leader,” Harley-Davidson President and CEO Jochen Zetz said in a statement announcing the new brand’s first bike. Introduced Thursday, the LiveWire One is an electric motorcycle designed for urban driving.

It’s been preparing for years. Harley-Davidson introduced its first electric motorcycle, the LiveWire, in 2019, after five years of real-world consumption testing. The LiveWire One is an evolution of that bike that imports many of its features, including a haptic system that lets riders know it’s working by pulsing the seat, and an app that can track its charging status.

The LiveWire One has a range of 146 miles – the same as the original LiveWire – and a similar recharge time of 0-100% of an hour. Its styling is almost identical, with a silver motor topped with a black battery pack presented in a trellis frame.

What’s different with LiveWire One is its cost. With a starting price of $ 21,999, that’s almost $ 8,000 less than the Harley version.

With its spinoff brand, Harley caters to a different audience: urban, affluent, young and tech-savvy. Similar to many modern sports bikes, the One incorporates a new advanced steering system that tracks bike acceleration, wheel direction, and wheel lift to measure, monitor, and anticipate its movements.

According to the LiveWire website, â€œOur vision is to create the next generation of motorcycles with products and experiences that merge the power and technology of electric vehicles with the unique and moving connection of an analog machine. Together, the two create a new emotion that defines LiveWire. “

Unlike traditional Harley-Davidsons which run on gasoline and are also praised for their style, status, and nearly trademarked ‘potato-potato’ exhaust cadence, the LiveWire brand aims for a more understated experience with a look and tranquility. minimalist Apple. . Being electric, it does not roar. He purrs.

It is also easier to ride than a traditional motorcycle. There is no hot exhaust pipe. Riders do not need to coordinate all of their ends to operate the controls because there is no clutch or shifting. They just turn the handle, and they’re off.

The LiveWire One will make its public debut on July 18 at the Progressive IMS Outdoors show in Sonoma, Calif., But it’s already available to order on LiveWire.com, where potential buyers can also schedule demos.

LiveWire One will be available from 12 LiveWire branded resellers in California, New York and Texas. Southern California Harley-Davidson dealers who will carry the LiveWire brand include Glendale Harley-Davidson, Huntington Beach Harley-Davidson, Riverside Harley-Davidson, and San Diego Harley-Davidson. Other dealers will be added in the fall.

CORRECTION: An earlier version of this article incorrectly stated the name of the motorcycle show where the LiveWire One will be featured this month. The error has been corrected. (July 8, 2021)

What to expect from LiveWire, Harley-Davidson’s brand of electric motorcycles

June 4, 2021 Diana M. Cuyler Motorcycle Brand

Last month, Harley-Davidson announced that it was launch of LiveWire as a separate brand dedicated to electric motorcycles, with the first model of the LiveWire brand to be unveiled on July 8. Now that we’re halfway there, we’ve thought to take a look at recent developments in the LiveWire brand and what we can expect at the next launch of the month.

Discuss this story more at our HD LiveWire Forum

First up, a recap of what Harley-Davidson says LiveWire, the brand, will be. According to Jochen Zeitz, CEO of Harley-Davidson: â€œBy launching LiveWire as a fully electric brand, we are seizing the opportunity to lead and define the electric vehicle market. With a mission to be the world’s most desirable electric motorcycle brand, LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond. LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future. “

LiveWire will operate primarily from two different hubs, at Harley’s original base in Milwaukee, Wisc., And Silicon Valley, California, at a center called “LiveWire Labs”. The new brand will work with participating dealers in the extensive Harley-Davidson dealer network, but will also open its own dedicated electric vehicle showrooms.

The new LiveWire logo eschews any traditional Harley-Davidson iconography. Instead of a bar and a shield, we have an L and W stylized as a series of angular strokes.

Motorcycle.com can now confirm that the premiere of these LiveWire-owned showrooms will be at Canoga Park in Los Angeles, California. Over the past two weeks, Harley-Davidson has posted several vacancies for the Canoga Park location, including for a dealership general manager, sales consultant, maintenance technician, finance manager and office manager. Obviously, HD intends to install this new dealership for next month’s launch. Harley-Davidson also recently posted several software and engineering jobs related to electric vehicles for its two hubs.

So what can we expect from next month’s launch? All Harley-Davidson has confirmed so far is that the â€œfirst LiveWire branded motorcycleâ€ will be announced on July 8th. The motorcycle’s first public appearance was scheduled for the next day at the International Motorcycle Show in Irvine, California. The Progressive IMS has since been forced to reschedule this event as the original location was no longer available. Harley-Davidson hasn’t said anything official, but we expect the July 8 announcement to go as planned, with the public debut likely taking place at the upcoming IMS event, July 16-18 at Sonoma Raceway. in Sonoma, California.

Assuming the July 8 event takes place, it’s still unclear what will be revealed. The simplest assumption is that the first LiveWire brand motorcycle isâ€¦ the LiveWire. Technically, Harley-Davidson hasn’t officially announced LiveWire 2021 (we’ll call it by its model code “ELW” from now on to avoid confusion), although it did show photos of the ELW with the new logo of the sub-brand. On the company’s press site, however, the ELW is still presented with last year’s colors and the Harley-Davidson branding. It stands to reason that LiveWire will unveil ELW 2021 with more color options next month.

If it did, however, that would be quite disappointing. More interesting would be if Harley finally put one of its electric concept models into production.

The most intriguing of these concepts is an â€œaverageâ€ electric model that would present a more affordable option than the $ 30,000 ELW. Harley-Davidson had previously shown two sketches of this model. The first is on the left in the composite above, and the second is pictured below.

In this last sketch, the model is labeled “EDT600R”, which probably means “Electric Dirt Tracker”. The EDT600R once featured prominently in the future models section of the Harley-Davidson website, but as we were the first to notice, the sketch was quietly withdrawn at some point late last year.

Could the EDT600R be the first LiveWire branded model? If so, we think it won’t have the same flat tracking style that the sketches describe it. Styling its first bike with design cues from the company’s flat track history would be a step backwards if Harley-Davidson intends to establish LiveWire as its own brand. As we pointed out with the new logo, LiveWire appears to be forging its own course in the industry. A redesigned model with the same bones may be more likely.

A second contender is the lightweight concept inspired by off-road motorcycles, one of the two Harley-Davidsons debuted at the X Games in 2019. Harley-Davidson has made little mention of the concept since then, but we can confirm that the Development continued, with a couple of patent applications filed in 2020. One patent was for the concentric swing-arm electric motor and another for maintaining a balance between drive torque and regenerative braking.

With its large, thin wheels and lightweight frame, the concept is more like a bicycle, but its throttle grip and fixed pegs technically make it a motorcycle and a candidate for next month’s launch.

A third contender, and we think he’s the most likely to come next month, is the other concept that Harley-Davidson showcases at the X Games. With more than one scooter form factor, it’s debatable if this still counts as a motorcycle, but it fits LiveWire’s stated purpose of the urban market.

We can also confirm that the development of this electric scooter has progressed to the point that Harley-Davidson saved designs for what appears to be a production-ready model.

Discuss this story more at our Electric motorcycle forum

We’ll know for sure what Harley-Davidson has in store for the LiveWire brand on July 8. Until then, we’ll keep an eye out for any new developments.

Become a Motorcycle.com initiated. Receive the latest motorcycle news by subscribing to our newsletter here.

TVS Motors to launch the Norton Retro-Motorcycle brand in India: challenger Royal Enfield

May 12, 2021 Diana M. Cuyler Motorcycle Brand

TVS Motor Company acquired Norton Motorcycles for Rs. 153 crore in an all-cash transaction. It happened last year. TVS acquired certain assets of Norton through one of its overseas subsidiaries. According to ET Auto, TVS could launch Norton Motorcycles in India. However, as of yet, there is no specific timeline on when Norton will enter the Indian market. The report also states that Norton has already registered for four motorcycles which are Norton Fastback, Norton Commando, Norton Manx and Norton Atlas.

Other Indian motorcycle brands are also partnering with bigger brands. For example, Hero MotoCorp will help Harley Davidson grow its services, parts and accessories business. Bajaj Auto has also registered a trademark for the name Excelsior-Henderson. This happened in December 2020. The mark was registered for motorcycle parts and clothing. So far there is no update on this situation.

TVS Motor Company is also helping Tamil Nadu in the fight against the coronavirus. The Indian motorcycle manufacturer has donated 500 oxygen concentrators to the government of Tamil Nadu. They will donate 1,100 additional oxygen concentrators over the next few weeks.

Also Read: Render: TVS Apache RR 310 Based Adventure Bike For India Also Read: Royal Enfield Classic 650: What It Will Look Like

The RR310 is priced at Rs. 2.49 lakhs ex-showroom. It is powered by a 312.2cc liquid-cooled single-cylinder engine jointly developed by BMW. The engine produces 34 hp of maximum power and 27.3 Nm of maximum torque. It is mated to a 6-speed gearbox with a slip clutch.

The motor comes with two pre-installed maps that you can choose from by changing the drive mode. There are Rain, Urban, Sport and Track. In Rain and Urban the power and torque are limited to 28.5 PS and 25 Nm. While in Sport and Track you can use all 34 PS and 27.3 Nm. This is possible because the RR310 is delivered with a wired accelerator.

Riding modes can be changed with switch gears mounted on the left-hand switchgear which actuates the full-color TFT display. It is one of the most functional TFT displays available in the segment. It shows you information about your vehicle’s health, post-trip scans, vehicle condition, shift indicator, tachometer and much more. It can also take and reject calls as it comes with bluetooth. It can also show you step by step navigation so that you don’t have to mount your cell phone on the handlebars. TVS also offers Glide Through Technology PLUS (GTTP) which prevents the motorcycle from stalling and allows you to ride at very low speeds.

On the equipment side, TVS offers inverted front forks and a rear monoshock which has been tuned by KYB. It also works with Michelin Road 5W tires which is a huge improvement over the BS4 model.

Source

British motorcycle brand Norton, owned by TVS, to launch in India – Report

May 12, 2021 Diana M. Cuyler Motorcycle Brand

Norton holds the trademark of four motorcycle names in India, and the brand is expected to debut here in the near future.

In April last year, TVS Motor Company acquired British motorcycle manufacturer Norton. Now, according to a recent media report, TVS may be planning to launch the British brand in India. There is no specific timeline as to when Norton will debut in our market, but it should happen in the near future.

Norton currently holds the brand of four names in India: Norton Commando, Norton Altas, Norton Manx and Norton Fastback. The manufacturer specializes in mid- to large-capacity retro-themed motorcycles, ranging from 600cc to 1200cc. This makes it a natural competitor to Royal Enfield, which is currently planning to expand its range into the 350cc to 650cc range in the Indian market.

TVS is not the only Indian two-wheeler manufacturer with plans to capture the premium motorcycle market in India. Hero MotoCorp has partnered with Harley-Davidson and will manage all of its operations in India. Even Bajaj seems to have plans in that direction, and he had even registered a trademark for Excelsior-Henderson, a former US-based motorcycle brand, last year in India.

With Norton, TVS may be able to enter the high-end motorcycle market in India. However, Royal Enfield currently dominates this space, and TVS would have to work extremely hard to be able to break RE’s grip on the segment. It would be interesting to see what TVS has in store for us.

Currently, the largest motorcycle in the TVS lineup is the Apache RR 310, which was co-developed with BMW and shares its platform with the BMW G310 R and G310 GS. It is powered by a 312.2cc single-cylinder, liquid-cooled reverse-tilt engine. This engine is capable of generating a peak power of 34 hp and a maximum torque of 27.3 Nm, and is mated to a 6-speed sequential gearbox.

Speculation has it that TVS may also introduce an adventure motorcycle based on the same engine and platform as the Apache RR 310, but there has been no official word on that. If true, this next TVS Adventure Motorcycle would undercut the BMW G310 GS and KTM Adventure 390, and thus become a value-for-money product.

Harley-Davidson launches LiveWire, the brand of electric motorcycles (www.livewire.com)

May 10, 2021 Diana M. Cuyler Motorcycle Brand

MILWAUKEE, May 10, 2021 / PRNewswire / – Harley-Davidson, Inc. (â€œHarley-Davidsonâ€) (NYSE: HOG) today announced the launch of LiveWire as a brand of fully electric motorcycles.

(PRNewsfoto / Harley-Davidson Motor Company)

LiveWire is more than a motorcycle. LiveWire plans to redefine the electric, delivering the best experience for the urban cyclist, with personality and soul. LiveWire creates a unique connection between the driver and the vehicle. Today the next chapter of the LiveWire adventure begins.

Jochen zeitz, President, President and CEO of Harley-Davidson:
â€œOne of the six pillars of the Hardwire strategy is to be an electric leader – by launching LiveWire as an all-electric brand, we seize the opportunity to lead and define the electric vehicle market. With the mission to be the most desirable electric motorcycle brand in the world, LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond. LiveWire also plans to innovate and develop technology which will be applicable to Harley-Davidson electric motorcycles in the future.

The first LiveWire branded motorcycle is expected to launch on July 8, 2021 and for the first time at the International Motorcycle Show on July 9, 2021. For more information and updates, subscribe to livewire.com.

Single line: LiveWire draws on its nimble Harley-Davidson lineage disruptor DNA, capitalizing on a decade of learning in the electric vehicle industry and the legacy of the world’s most desirable motorcycle brand.

Motorcycles + beyond: initially focusing on the urban market, LiveWire will pioneer the electric motorcycle space, and beyond.

Virtual HQ: Innovative by design and attracting the best talent in the industry, LiveWire will have its virtual headquarters, with initial hubs in Silicon Valley, California (LiveWire Labs) and Milwaukee, WI.

Marlet : Upon launch, LiveWire will work with participating dealers in the Harley-Davidson network as an independent brand. An innovative go-to-market model will combine digital and physical retail formats, tailoring the experience to the local market and allowing customers to experience LiveWire on their own terms.

Dedicated showroom: seizing the opportunity to lead electric vehicles and innovate throughout the customer journey, LiveWire will operate dedicated electric vehicle showrooms in selected locations, from California. Here, customers will be able to experience the LiveWire brand in an immersive and innovative way.

Technological orientation: With a focus on electric vehicles, LiveWire plans to develop the technology of the future and invest in the capabilities needed to lead the motorcycle transformation. LiveWire expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities.

Technology sharing: Harley-Davidson and LiveWire intend to cooperate and share their technological advancements to ensure leading-edge application in their respective base segments.

About Harley-Davidson:
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Build our legend and lead our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with a growing line of cutting-edge, distinctive and customizable motorcycles, in addition to exceptional riding experiences and motorcycle accessories, gear and apparel. Harley-Davidson Financial Services offers financing, insurance and other programs to help Harley-Davidson riders get on the road. Learn more about www.harley-davidson.com.

Caution Regarding Forward-Looking Statements
The Company understands that certain matters discussed in this press release are “forward-looking statements” intended to qualify for the safe harbor of liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such. by reference to this footnote or because the context of the statement will include words such as the company “believes”, “anticipates”, “expects”, “plans”, “could”, “will â€,â€œ Esteem â€or words with similar meanings. Likewise, statements that describe or refer to future expectations, future plans, strategies, objectives, prospects, targets, directions, commitments or objectives are also forward-looking statements. These forward-looking statements are subject to certain risks and uncertainties which could cause actual results to differ materially, adversely or favorably from those anticipated at the date of this press release. Risks and uncertainties that could cause actual results to differ materially from these statements include, among others, the COVID-19 pandemic, including the duration and severity of the pandemic across the world and the pace of the recovery after the pandemic and the company’s ability to meet expectations regarding market demand for electric models, which will depend in part on building the necessary infrastructure, as well as issues noted by the company in its filings with of the SEC, including, but not limited to those described under â€œ1A. Risk Factors â€in the Company’s Annual Report on Form 10-K for the year ended December 31, 2020 filed with the SEC on February 23, 2021 and in Part II, Item 1A of quarterly reports subsequently filed on Form 10-Q. Shareholders, potential investors and other readers are urged to take these factors into account in evaluating forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this press release are made only as of the date of this press release, and the company disclaims any obligation to publicly update these forward-looking statements to reflect subsequent events or circumstances.

### (HOG-F)

Cision

View original content to download multimedia:http://www.prnewswire.com/news-releases/harley-davidson-launches-livewire-the-electric-motorcycle-brand-wwwlivewirecom-301287631.html

SOURCE Harley-Davidson, Inc.

Harley-Davidson transforms LiveWire into a standalone brand of electric motorcycles – TechCrunch

May 10, 2021 Diana M. Cuyler Motorcycle Brand

LiveWire, Harley-Davidson’s electric motorcycle, is emerging as a stand-alone brand with a new logo and brand identity.

Harley-Davidson first unveiled the LiveWire electric motorcycle in 2018 with a listing price of $ 29,799, which puts it in the high end for motorcycles. It went into production the following year, with a few dents, including a brief stoppage in production due to a load-related issue on one of the motorcycles. The â€œFirst LiveWire Brand Motorcycleâ€ will launch on July 8. Its public debut will take place a day later at the International Motorcycle Show, Harley-Davidson announced on Monday.

Dealers have struggled to sell the bike to younger and newer bikers, Reuters reported in 2019. Part of the problem was the price, which is in the same category as a Tesla Model S, dealers told the newswire at the time. Given that Harley-Davidson’s hard core is still made up of baby boomers, who are starting to age out of products, the question is whether a new spin-out and rebranding can attract younger riders (and well-off).

The two companies will share technological advancements and LiveWire “will benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities,” said Harley-Davidson. Davidson Monday.

LiveWire will have dedicated showrooms, starting with California, and a â€œvirtualâ€ headquarters with hubs in Silicon Valley and Milwaukee.

Harley-Davidson is one of the nation’s most recognized motorcycle manufacturers, but sales have struggled in recent years. The company’s annual revenue fell nearly 24% in 2020 from the previous year, although this is likely due in part to the economic effects of the coronavirus pandemic. The company also cut 700 jobs from its global operations last summer, as part of a restructuring plan known as “The Rewire”.

More recently, the company launched a five-year strategic plan called â€œThe Hardwireâ€. The plan calls for investing more in the electricity market. The company has already started to move in this direction with the release last November of its Serial 1 Cycle electric bikes. Its Rush / Cty Speed â€‹â€‹model can reach speeds of up to 28 mph and costs $ 5,000.

Harley-Davidson makes LiveWire its own brand of electric motorcycles

May 10, 2021 Diana M. Cuyler Motorcycle Brand

LiveWire, Harley-Davidson’s first electric motorcycle, will now become its own stand-alone brand. The Milwaukee-based company has announced that it will transform its electric motorcycle division into its own company with a distinct lineup and tailor-made retail experience. Harley-Davidson plans to unveil the â€œFirst LiveWire Brand Motorcycleâ€ on July 8 to coincide with the International Motorcycle Show.

It’s a similar move to how Harley-Davidson approached its new e-bike company, Serial 1. The idea is for LiveWire to continue to benefit from its relationship with its parent company while forging its own distinct brand identity. from Harley-Davidson.

Harley-Davidson wants to leave its electrified models on their own terms

It’s a change from how the company has approached its current LiveWire model, in which the Harley-Davidson logo is on the front and center, while the LiveWire branding is virtually non-existent. And that’s a sign that in the future, Harley-Davidson wants to leave its electrified models on their own terms.

“With the mission to be the world’s most desirable electric motorcycle brand, LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond,” said Jochen Zeitz, President – Managing Director of Harley-Davidson. A declaration. “LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future.”

There is a new logo and a new â€œvirtualâ€ headquarters, with engineering teams stationed in Silicon Valley and Milwaukee. LiveWire will work with Harley-Davidson dealers as an independent brand, with a mix of digital and physical retail formats.

When asked if this would include online orders, a Harley-Davidson spokesperson responded with a cautiously drafted statement. â€œIt depends on what state you live in,â€ the spokesperson said. â€œLiveWire creates a buying journey that allows us to meet the expectations of a first digital shopping experience, supported by a network of engaged resellers who allow customers to choose their journey and engagement model. “

The question is whether this branding strategy will lead to better sales for Harley-Davidson’s electric models. Last year, Reuters reported that the company’s plan to attract a younger generation of motorcyclists with LiveWire was in trouble, with most pre-orders coming from older or pre-existing customers. Harley-Davidson’s overall sales have stagnated of late after hitting a low point in 2018.

The problem could be that the price, which starts at $ 29,799, isn’t much cheaper than a Tesla Model 3. Dealers have said Reuters that many younger customers were put off by the price.

Harley-Davidson also faces stiff competition from rivals like Zero Motorcycles, which recently partnered with powersports maker Polaris on a new line of electric ATVs and snowmobiles. And as the larger world of transportation goes electric, the company will come under increasing pressure from its shareholders to prove that its vision for the future can pay off.

Austria’s KSR teases all-new motorcycle brand

February 4, 2021 Diana M. Cuyler Motorcycle Brand

Thanks to the ongoing global pandemic, we have seen an abundance of virtual presentations and teaser videos over the past six months. While the New Year typically marks the end of the new model unveiling season, many brands like Kawasaki and Harley-Davidson have saved the best for last.

Another company that keeps its cards handy is Austrian group KSR, and if its latest teaser video is any clue, the conglomerate could expand to include another brand of motorcycles.

With brands like Brixton Motorcycles, Malaguti, Lambretta and KSR Moto already under its umbrella, KSR Group is the leading importer of two-wheelers in Europe. The company is also the main distributor in Continental Europe of Royal Enfield, Benelli, Niu & Malaguti. Despite this large and diverse portfolio, KSR secured brands for March and Motron last summer. Coincidentally, both nicknames begin with the letter “M,” the initial that KSR’s latest teaser begs audiences to follow.

The video begins with protagonist Max Deep going through the work-from-home scenario we’re all too familiar with at this point. Of course, the endless boredom leads to a daydream where our hero meets “a swarm of yellow lights” and a female voice beckoning him to “follow the M”. What takes place is a montage of Max Deep chasing the dragon through a series of poorly timed naps where he eventually meets a motorcyclist dressed in a racing suit and a mysterious motorcycle key.

The cliffhanger of the video leads fans to the full virtual presentation of KSR slated for February 16, 2021. While the production, writing, and acting are far from Oscar-worthy, the narrative approach is one. good break for those who suffer from teaser fatigue. Yes, KSR pushes us to ‘follow the M’, but at least they don’t follow everyone.

Bajaj Auto acquires intellectual property rights for American motorcycle brand Excelsior-Henderson

December 28, 2020 Diana M. Cuyler Motorcycle Brand

Bajaj Auto has registered a second trademark for the Excelsior-Henderson name. They filed the trademark with the European Union Intellectual Property Office (EUIPO) in the category of clothing that could be used for riding clothing and equipment. This is not the first time that the Indian two-wheeler giant has filed a mark for the American brand. By 2018, they had filed under the Motorcycle Design Class which includes vehicles, parts and service.

The roots of the Excelsior-Henderson company go back to 1876, when it was known as the Excelsior Supply Company, which manufactured cycles and associated parts. Henderson began operations in 1911 and primarily manufactured inline four-cylinder engines. The two companies were acquired by the Schwinn bicycle company in 1917 and were later merged into Excelsior-Henderson. The new Chicago-based company began manufacturing motorcycles, and in 1912 the Excelsior became the first motorcycle in the world to be officially timed at 160 km / h (100 mph). However, due to the economic turmoil induced by the Great Depression, Schwinn decided to shut it down in 1931. The business was revived after several decades in 1993 by Hanlon Manufacturing Company in Minnesota.

The Henderson-Excelsior brand produced a 1,386cc air-cooled four-stroke twin-cylinder motorcycle called the Super X. Unfortunately, only 1,950 units of the Super X were sold and the company quickly ceased production. Although it remained in existence until 2018, the company was eventually put into action, but has failed to secure any buyers so far.

Even though the American brand ceased to exist as an original equipment manufacturer (OEM), the company still has intellectual properties. In 2018, Bajaj filed a trademark for the name Excelsior-Henderson in the motorcycle design class and more recently, on December 15 of this year, they filed a second trademark with EUIPO, in the clothing class. However, so far there has been no official statement about Bajaj reviving the Excelsior-Henderson name.

Bajaj is not the only manufacturer to adopt a brand of classic motorcycles as a gateway to international markets. Two other Indian two-wheeler manufacturers have also applied similar strategies, such as Excelsior-Henderson. TVS Motor Company recently acquired British motorcycle maker Norton, while Hero Motor Corp stepped in to save Harley-Davidson from the clutches of extinction in India.

These trademark filings could eventually lead to the rebirth of the Excelsior-Henderson name and could eventually see the production of larger capacity cruisers.

Read all the latest news, breaking news and coronavirus news here

Bajaj could revive American motorcycle brand Excelsior-Henderson

December 26, 2020 Diana M. Cuyler Motorcycle Brand

Recently, Bajaj Auto filed a trademark for ‘Excelsior-Henderson’, sparking rumors about the resurgence of the American motorcycle brand.

Indian two-wheeler major Bajaj Auto filed a trademark in India for the name ‘Excelsior-Henderson’ on 4^e December 2020, and another in Europe on the 15th^e December 2020. The latter is, interestingly, filed by Bajaj in the category of products and clothing, ie for motorcycle equipment and clothing.

Excelsior-Henderson began life as two different companies – Excelsior and Henderson – which were acquired and merged by Schwinn in 1912 and 1917, respectively. In 1931, Schwinn closed this merged acquisition. In 1993, Hanlon Manufacturing Company decided to develop a new V-twin cruiser motorcycle for the United States, which would later become the Excelsior-Henderson Super X in 1998, but in 1999 the company filed for bankruptcy.

In 2018, the brand was put up for auction and Bajaj appeared to have acquired at least partial rights to it. With its second commercial filing, we anticipate the company intends to make it a lifestyle brand, like Harley-Davidson and Royal Enfield. In theory, the motorcycle clothing market is larger than the motorcycle market itself.

Concretely, a brand must either establish itself, first among enthusiasts, then among the general public, to really benefit from sales of motorcycle clothing. That said, motorcycle sales usually push clothing sales to the side, so the company might not have to worry as much. That said, there’s no confirmation yet on the relaunch of Excelsior-Henderson, so we’ll have to wait a bit before Bajaj makes an official announcement.

The motorcycle market has been growing in recent times, not only in India but across the world. High-end motorcycles, in particular, have seen an increase in the number of buyers, and we all know how active Bajaj has been in the two-wheeler business lately. The Indian manufacturer is also engaged in the manufacture of small capacity bikes from KTM and Husqvarna for the Indian and international markets, alongside its own.

Interestingly, Bajaj is not the only Indian two-wheeler manufacturer intending to breathe new life into international motorcycle brands. Auto company TVS had acquired UK company Norton some time ago, and Classic Legends (backed by Mahindra & Mahindra) will soon introduce new Yezdi bikes (and it already has Jawa under its belt).