Harley-Davidson unveiled on Monday its first ever electric motorcycles and an electric bicycle, in what is being seen as the most radical shakeup of the struggling company in its 115-year-history.

Matt Levatich, CEO of the Milwaukee-based company, said the new products were designed in response to changing times.

“We are not running away from our core,” he said.

The electric motorcycle range will include several of what Mr Levatich called “lightweight, urban” transportation products that are designed specifically to appeal to “young adults, globally, living in dense urban spaces.”

In 2014 the company signalled its interest in electric motorbikes with the LiveWire electric prototype, which will go on sale next summer. Earlier this year the company announced an investment in electric motorcycle company Alta Motors.