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Serial 1, started by Harley-Davidson, sold to LEV Manufacturing

Published November 22, 2023
New owner promises US assembly and service.

DEERFIELD BEACH, Fla. (BRAIN) — The Serial 1 e-bike brand, which was founded by Harley-Davidson, has been sold to LEV Manufacturing, Inc., formerly known as Life Electric Vehicles, Inc.

The new owners will relocate the brand to Florida and said they are committed to assembling Serial 1 e-bikes domestically. 

Serial 1 was developed by Harley-Davidson and then spun off into a separate division in 2021.

LEV Manufacturing has more than 16 years of experience building e-mobility devices. Lave VC, an investment firm, also participated in the acquisition. 

"Serial 1 will establish e-bike assembly in the USA seamlessly aligned with the company's growth strategy," the company announced Wednesday. "Serial 1's partnering with LEV Manufacturing ensures its commitment to quality and Serial 1's premium e-bike offerings will be upheld by a dedicated in-house production team in the USA. The addition of new USA-based service and support teams is great news for consumers who will see lower bike prices throughout the Serial 1 dealer and sales network."

The company said U.S. assembly will lead to lower pricing. 

"Bringing e-bike production to the USA is an important next step for the Serial 1 brand. We couldn't be more thrilled to announce this acquisition with a perfect partner in LEV Manufacturing, which will help Serial 1 better serve our customers, dealers and master distribution partners worldwide. The added benefit of reducing production costs and subsequently lowering the MSRP is a significant win for our consumers and partnerships." 

Michael Volovitz will lead the Serial 1 Cycle Company's sales and service department as vice president of sales


Topics associated with this article: Electric bike, Mergers, Acquisitions & Investments

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