Harley-Davidson is a 112 year-old American company that has built its brand on hell-raising style. Its sound – that deep, gruff Harley roar – and its cruiser-style motorcycles have become iconic in popular culture: A Harley is instantly recognisable, no matter where you are in the world.
In 2014, the company shocked the world through the unveiling of an electric motorcycle. A news commentator called it “the most radical departure in the history of the brand”. However, it was a move that the company believed in, said Marc McAllister, Vice President and Managing Director at the company’s regional headquarters in Singapore – the Harley-Davidson Motor Company Asia Pacific. Making an electric vehicle was a paradigm shift for the company, but Harley-Davidson recognised the growing potential of the electric vehicle market.