Harley-Davidson
Harley Davidson Street Rod (Harley-Davidson)

After being synonymous with blue jeans and black boots for decades, Harley-Davidson is going green.

This week, the Milwaukee-based motorcycle firm announced it acquired part of California-based electric bike maker Alta Motors. As a result of the undisclosed equity investment, the two companies will collaborate on electric motorcycle technology and product development going forward.

Harley-Davidson – which previously announced it plans to release its first electric motorcycle in 2019 – will likely seek to tap into Alta’s expertise producing battery packs and electric powertrains.

By starting to offer motorcycles that are less harmful to the environment as well as easier to operate since they have no gears or clutch, Harley-Davidson hopes to attract new customers. That said, the company also feels its new electric bike offerings will satisfy existing riders too, according to Harley-Davidson president and CEO Matt Levatich.

“We intend to be the world leader in the electrification of motorcycles and, at the same time, remain true to our gas and oil roots by continuing to produce a broad portfolio of motorcycles that appeal to all types of riders around the world,” Levatich stated in a press release.