Harley-Davidson has been around since 1903, when two mates chucked an engine on a bicycle.
Background: Harley-Davidson has been around since 1903, when two mates chucked an engine on a bicycle. Fast-forward 118 years, and this crew are worth nearly $8 billion. And they've got a few new tricks, too.
What happened: Earlier this year, Harley-Davidson launched an electric motorbike division called LiveWire. And this division is set to go public through a merger with a blank-cheque company (aka a SPAC).
What else: Harley-Davidson's investors are loving this news. In fact, the company's share price jumped 16% on fresh hopes it can jump over the demographic cliff.
💡The 'demographic cliff' is a theoretical cliff that some brands face when they can't quite appeal to a new demographic. But, getting on a new trend - and making some noise about - could be just the boost they need.
💡Harley-Davidson is cool...for a very specific demographic: 55-year-old men, with a comfortable disposable income.
💡Harley-Davidson is getting on board the electric vehicle craze to open to help expand its reach to younger, lower income and diverse demographics - and get over that pesky cliff.
Sign up for Flux and join 100,000 members of the Flux family
