While unveiling the Street series, Matthew S. Levatich, Harley's president and chief operating officer, said the bikes "fill a need for people who want to identify with a brand but have a motorcycle that is less intimidating, and more inviting. This bike is easier to ride and easier to learn how to ride."
The Milwaukee-based Harley-Davidson is already a dominant player in the American market which some estimates suggesting that Harley is responsible for more than 50% of motorcycle sales in the U.S.
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