The Serial 1 E-Bike Story w/ Jason Huntsman & Hannah Altenburg

In 1903, William Harley and the Davidson Brothers built their first motorcycle in Milwaukee, Wisconsin.

Since that first bike shipped, Harley Davidson has become an American icon and likely the best known motorcycle brand across the world, selling upwards of 300,000 motorcyles each year.

But what happens to a business when consumer preferences and behaviors change? While motorcycles continue to sell well to their traditional customer base focused on the open road, a new segment of consumers has developed, that is more interested in sustainability and local travel. Harley’s response? Serial 1.

Serial 1, which started as a skunkworks project inside the company, and now operates as an independent entity, is creating a brand new line of electric bicycles to meet these changing consumer desires. 

On today’s show, we talk with Jason Huntsman, President of Serial 1, and Hannah Altenburg, Lead Brand Marketing Specialist, to discuss the journey from idea to development to the upcoming product launch. 

Both were part of the team that started this project inside Harley and share their unique perspective and advice for anyone who is trying to create change inside a larger organization. As Jason said during our interview:

“You can’t listen to everyone. You have to find your true north, pick a few advisors you trust, and then take everyone else’s opinion and keep moving”

You can follow the podcast and host Chuck Swoboda on Twitter for further exploration and discussion on innovation.

The episode is also available wherever else you listen to podcasts. Enjoy!