Harley Davidson wants to rejuvenate its customers with its electric motorcycles.

Harley Davidson's first electric motorcycle, expected in 2019, promises to destroy the American brand image to attract new customers.

Harley is no longer popular! Blaming the 8,5% drop in turnover last year, the American brand is suffering from the effects of an aging clientele and wants to take advantage of the arrival of its first electric motorcycle, scheduled for next year, for a refresh. The bet is risky, because it is about both satisfying the brand's loyal customers and attracting more "massive" customers.

« Our electric motorcycles are built for a generation of people who don't have the deep mechanical experience of baby boomers with a transmission or clutch. explained Matt Levatich, boss of the brand, in an interview with TheStreet.

In other words, the electric motorcycle, which Harley is planning, promises to reach a wider audience and intends to emphasize its simplicity and practicality of use, rather than complex technical mechanisms. Which portends an image change that can be quite radical, risking destabilizing the most loyal to the brand.