According to a January 30 press release, American motorcycle manufacturer Harley-Davidson is on target to launch its first electric motorcycle within 18 months.

The company also announced that it will increase investment in its electric motorcycle technology. According to president and CEO Matt Levatich, the development of an electric motorcycle will hopefully attract a new contingent of Harley-Davidson riders.

The Electrocat, a Swedish experimental EV motorcycle. Source: Jan Ainali / CC BY 3.0"The EV motorcycle market is in its infancy today, but we believe premium Harley-Davidson electric motorcycles will help drive excitement and participation in the sport globally," said Levatich. "As we expand our EV capabilities and commitment, we get even more excited about the role electric motorcycles will play in growing our business."

The press release also discussed Harley-Davidson’s fourth quarter and fiscal year 2017 financial results. Company sales were down 6.7 percent compared to 2016 sales, dropping 8.5 percent in the U.S. and 3.9 percent globally. Harley and other manufacturers are shifting their product and marketing strategy to appeal to younger enthusiasts, which may explain recent developments in EV motorcycles. The average age of consumers buying and riding motorcycles is relatively high and continually increasing. According to a survey by the Motorcycle Industry Council, the average age of California motorcycle owners was 45 years old in 2012, up from 33 years in 1990.

While this EV motorcycle would be a first for Harley-Davidson, a number of manufacturers have produced electric cycles for years. Alta, Victory, Zero Motorcycles and Lightning all produce at least one electric motorcycle model. The especially powerful Lightning LS-218 Electric Superbike sports 200 horsepower and can reach maximum speeds of 218 mph, according to Lightning’s product page. It can travel 100 miles at highway speed on a single charge, which takes about two hours on a Level 2 charger.