here to talk about it is their ceo, keith e. wandell. ask why make an electric bike? ofcertainly, we have a lot them on the road. we have been in that this is for a lot of years. we think about the future and we s and about urban rider writing in cities. it makes perfect sense. >> someone would buy this instead of a vespa? >> certainly, this is an alternative. it is really a nimble ride. it is a great ride. particularly for urban areas. there's a lot of traffic. >> is the goal to bring in a new demographic? a traditionalbout harley davidson customer, they want the fast, the full, the loud hog. are you trying to change the taste of your existing customer? >> there is no question. we love our traditional customers. they are who made our company what it is today. there is a whole other demographic. riders,riders, female other riders that we are trying to appeal to. with the electric bike, both other bikes we are developing. >> so much of what makes harley is the brand. people identify with the brand. whether they look at this live wire bike