Harley-Davidson's newest electric concept is aimed at city dwellers — and could help the struggling brand reinvent itself (HOG)

• Harley-Davidson has declared that the future is electric — and it's quickly scaling up a pipeline of electric bikes.
• Two new concepts unveiled last week at the X Games in Colorado wouldn't require a motorcycle license and could be charged with a normal wall plug, the company says.
• Courting new riders, including city dwellers and millennials, is key to the company's turnaround plans.

Harley-Davidson is one of the most famous American brands, but it's in bad need of a reinvention.

The motorcycle icon has seen four straight years of declining sales for its flagship two-wheelers. And though the company is in first innings of a four-year revitalization plan, steep tariffs from President Donald Trump’s ongoing trade war with China almost wiped out its profit for the final quarter of 2018.

Change is coming.

At the X Games in Aspen, Colorado, last week, Harley unveiled the latest concepts for its line of electric vehicles that it hopes will help recruit new riders to the 116-year-old brand.

SEE ALSO: A Harley-Davidson executive reveals the biggest opportunity for its new electric motorcycle

"The future has arrived. And it's electric," Harley-Davidson said.

The first of the two new scooters has no clutch (goodbye, shifting) and is designed to not require a motorcycle license, should it come to market sometime soon.

The bike's battery pack can be removed by hand, making it easier to move and charge, the company says, adding that it can be charged through any standard household power outlet.

The second of the two concepts looks more like a mountain bike than an urban scooter.