Had the company leaned into its partnership to the point that the end of the deal also meant the end for Alta?īetween the end of August, when H-D officially backed out of the deal, and mid-October, business seemed to continue as usual. This is where things got a little foggy regarding Alta. A few weeks only prior to Alta’s shut down, nobody seemed concerned about its next step.
Understandably, this brought a number of questions, surprisingly not regarding Alta's future which didn’t seem compromised, but rather regarding Harley’s capacity to reach its ambitious goals. The announcement came only a few days following the separation which created a very obvious cause-effect relationship between the two events. The Americana company had apparently decided to build its own Research and Development center in Silicon Valley instead. Harley allegedly backed out of the deal which meant Alta was losing the support of a well-established strategic partner and the resources it had brought to the table. Six months into their partnership, Harley-Davidson and Alta Motors broke off their engagement.
"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." Alta Motors was going to be its express one-way ticket to rejuvenation.Īfter all, Alta had spent over a decade on the market perfecting the technology so it made sense for H-D to benefit from that experience while giving the small company access to its resources. "Earlier this year, as part of our 10-year strategy, we reiterated our commitment to build the next generation of Harley-Davidson riders, in part, by aggressively investing in electric vehicle (EV) technology," said Harley-Davidson President and CEO Matt Levatich in a press release. There were obvious benefits for both companies. Things got even better in March 2018 when giant Harley-Davidson confirmed it had invested in the company with the goal of forming a partnership for the development and production of electric motorcycles, something the black-and-orange brand has been struggling to address despite the introduction of the Livewire. The picture was pretty: they were on track to grow exponentially and finally carve their place on the market. Already at the end of 2017, Alta had recorded skyrocketing sales, hired a new Chief Revenue Officer, and added 36 new distributors to its expanding network. Its lineup was now four models strong with a fifth one scheduled to come out during the year and the company had managed to slash its prices by 30%, making the bikes more accessible. The world was finally ready for electric bikes.īy the time 2018 rolled in, things were looking up for the company. The bikes even proved to be fierce competitors in the dirt, participating in number of motocross events and even getting a few wins. Both the XM and SM were generally well received on the market despite the unsettling new reality of the absence of a clutch lever and gear shifter. In 2016, the company gave the world its very first electric bike model, the Redshift.
ALTA REDSHIFT MX CRACK
While Zero soldiered on, trying to crack the market’s hard shell, Alta waited close to a decade to follow in the tracks and launch a bike of its own.Īlta Motors co-founder and CEO Mark Fenigstein told Business Insider that it was the explosion of Tesla’s popularity that sparked the demand for electric motorcycles and helped propel Alta forward. The company was founded more or less at the same time Zero Motorcycles released what is considered to be the first modern electric motorcycle, the X. While some people still use the term “startup” to define Alta Motors, the company has actually been around since 2007.
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