Harley-Davidson electric bike unveiled
The marque's first electric bike has been launched under the ‘Project Livewire’ moniker, and will soon be followed up by a massive roadshow across AmericaHarley-Davidson has revealed Project LiveWire, the first Harley-Davidson electric motorcycle.
The machine marks another turn in history for the famous marque, and features an aluminium frame, longitudinal-mounted motor to keep the weight low, and various riding modes. There are also LED blinkers, a single headlight, beefy upside-down forks, a single shock, one-piece saddle-like seat leading into a short ducktail, and flat handlebars.
“America at its best has always been about reinvention,” said Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. “And, like America, Harley-Davidson has reinvented itself many times in our history, with customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history.”
The Project LiveWire Experience will invite select customers to learn more about the initiative and test ride the electric motorcycle. A cross section of riders will lead feedback, alongside non-riders who will have the opportunity to trial the new technology through a JumpStart simulated rider experience.
A 2014 U.S. Project LiveWire Experience tour – kicking off this month with a journey along Route 66 – will see the initiative visit more than 30 Harley-Davidson dealers. In 2015, the Project LiveWire Experience will continue in the U.S. and expand into other regions including Europe and Canada. According to Adam Wright, the director of Marketing for Harley-Davidson Australia & New Zealand Adam Wright, here are also plans to bring LiveWire to Oceania,
“This builds on many recent reinvention successes for Harley-Davidson,” said Levatich. “In just the last few years, we’ve broadened our reach to serve an increasingly diverse society, as well as reinvented our approach to product development and manufacturing. This has resulted in cutting-edge products like the recently launched Project Rushmore touring bikes, Harley-Davidson Street 500 and 750 models and this reveal of Project LiveWire.”
Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson Motor Company said: “Project LiveWire is more like the first electric guitar – not an electric car. It’s an expression of individuality and iconic style that just happens to be electric. Project LiveWire is a bold statement for us as a company and a brand.”
“And the sound is a distinct part of the thrill. Think fighter jet on an aircraft carrier. Project LiveWire’s unique sound was designed to differentiate it from internal combustion and other electric motorcycles on the market.”
According to Harley-Davidson, there are no immediate plans to manufacture and sell the electric bike, and a lot will hinge on feedback from consumers involved in the Project LiveWire Experience.
“We offer a no excuses riding experience in everything we do and we are led by what our customers tell us matters most,” continued Richer. “Because electric vehicle technology is evolving rapidly, we are excited to learn more from riders through the Project LiveWire Experience to fully understand the definition of success in this market as the technology continues to evolve.”
For more information on Project LiveWire visit projectlivewire.com.
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