Auto industry legend Lee Iacocca has joined the Board of Directors of Holiday RV Superstores Inc., the Orlando, Fla.-based dealership chain that is in the process of changing its name to Recreation USA.

Iacocca recently founded a company called EV Global Motors, which produces electric bicycles, or E-Bikes. Recreation USA will sell E-Bikes at its dealerships, said Mike Riley, chairman of Holiday RV Superstores.

The target market for E-bikes is people between the ages of 45 and 55 and Iacocca believes the E-Bike is the first step in the evolution towards “a truly functional electric car.”

Iacocca, 75, added, “Recreation USA is poised to capitalize on the next ‘must-have’ purchase for the Boomer generation – the recreational vehicle. Their strategy of consolidating this fragmented industry to establish a national brand that emphasizes service, combined with their emphasis on e-commerce puts them head and shoulders above their competition.”

To create room for Iacocca, Holiday RV Superstores expanded to seven the number of seats on its board.