Harley-Davidson launches separate all-electric motorcycle brand
The new LiveWire brand will operate independently from Harley-Davidson, with aims to be a leader in the EV sectorA new all-electric motorcycle brand called LiveWire has been launched by Harley-Davidson, with the Milwaukee firm hoping it will become a leader in the electric space.
The LiveWire brand will work closely with Harley-Davidson, but will operate independently. The first LiveWire-branded motorcycle is set to be unveiled on July 8, 2021, with a premier at the International Motorcycle Show on July 9, 2021.
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2020 Harley-Davidson LiveWire Launch Review
Of course, the LiveWire brand shares its name with Harley-Davidson’s first electric motorcycle, with the Harley-Davidson LiveWire arriving in Australia in 2020. It was the first mass-produced electric motorcycle from a major manufacturer.
The LiveWire received positive reviews from the media, but its large price tag, low battery range, and long recharging times were areas of concern for many motorcycle fans.
The Motor Co recently reaffirmed its commitment to electric motorcycle development, but the new LiveWire brand will allow the company to continue its electric endeavors without alienating hardcore cruiser fans.
However, it appears that the LiveWire brand won’t spell the end of Harley-branded electric motorcycles, with Harley CEO Jochen Zeitz saying: “LiveWire plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future.”
Zeitz, who was appointed Harley CEO in early 2020, hopes the all-electric LiveWire brand will help the company ‘seize the opportunity to define the market in EV’.
“One of the six pillars of The Hardwire Strategy is to lead in electric,” said Zeitz. “LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond.”
The spectacular move to launch a separate electric brand fits in with Zeitz’s radical ‘Hardwire’ strategy, which is designed to resurrect the company after many years of financial stress.
LiveWire will utilise Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities, while also drawing on the unique Harley-Davidson lineage, and its learnings in the EV sector.
While the brand will initially focus on the urban electric market, there are plans to further develop electric technology, with the goal of being a leader in electric motorcycling.
According to a press release, LiveWire will be headquartered virtually, with hubs in Silicon Valley, CA, and Milwaukee, WI. The brand will work with existing Harley-Davidson dealers as an independent brand, and will also own its own dedicated showroom in select locations.
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