Washington, DC (CNN) Harley-Davidson's motorcycle sales are struggling. Competing with Bird, Lime, Uber and Lyft might be an answer.

The classic brand, which has been around for 116 years, is looking to reinvent itself as more scooters, e-bikes and ride-sharing services hit urban communities and offer alternative ways to get around in congested cities.

delivering eco-friendly but thrilling power for short distances. New transportation companies such as Bird and Lime have launched thousands of rentable e-scooters in cities but continue to face questions about product quality and safety . Harley-Davidson thinks it can do better,delivering eco-friendly but thrilling power forshort distances.

"It's a huge opportunity," said Marc McAllister, vice president of product portfolio at Harley-Davidson. "For people who are using Bird and Lime today, how do we give them a much better experience with a Harley-Davidson brand and lifestyle?"

The company is closely studying the sharing economy and how it could differentiate itself in what it views as a commodity marketplace, according to McAllister. Many scooter companies use the exact same model of scooter.

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