Harley-Davidson rebels with an electric motorcycle

Harley-Davidson Custom 1250

Harley-Davidson Streetfighter 975 +1

Harley-Davidson has some very big plans ahead. Harley-Davidson says this new middleweight platform will span three distinct product spaces.

Harley-Davidson's all-new custom motorcycle with a muscular stance, aggressive, stripped down styling and 1250cc of pure performance, is planned to be released in 2021.

These three models are just the tip of the iceberg. The as-yet-unnamed streetfighter model will be the first of nine standard models.

Harley Davidson has announced that it will be launching a new adventure motorcycle, the Pan America, in 2020. Harley-Davidson estimates this segment accounts for sales of 273,000 in 2017 model sales in Europe, none of which now bear the bar and shield.

Next year, Harley Davidson will launch its electric cruiser motorcycle - the LiveWire.

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Sales have fallen in the past year, and Harley-Davidson stock has declined 15 percent so far this year. And with sales rising in Asia and India, it said it's developing smaller bikes with 250 to 500 cubic-centimeter engines to make them more accessible in those regions. The new strategy enumerates a renewed interest in the Indian market.

Harley-Davidson has seen a recent surge in sales in Asia and India.

Implement a performance framework to significantly enhance the strength of the dealer network and the customer experience.

The move will also "enable accessible price point for premium small displacement market entry", Harley-Davidson added. This will include a mix of permanent and pop-up retail locations.

The announcement comes as part of a new business model for the Milwaukee-based company, which is looking to engage with a wider range of customers as demand dwindles for its iconic petrol-hungry bikes. Harley Davidson hasn't revealed the launch timeframe for the new small-displacement motorcycle. These will be funded entirely through the reallocation of previously planned resources and comprehensive cost reduction.

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Harley have confirmed the LiveWire will go on sale early in 2019.

Today, along with its plans for a new streetfighter, adventure bike and roadster-style cruiser, Harley-Davidson also announced its intentions to boost its electric vehicle lineup.

"We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow", Harley-Davidson CEO Matt Levatich said in a statement.

Speaking with CNBC, Levatich said that riding the LiveWire "is a different feeling".

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