In 2018, Harley-Davidson launched its first electric bike, the LiveWire, and promised that there was more to return . Now, the corporation has revealed that it’s using an equivalent name for its all-electric sub-brand.
- LiveWire brand are going to be EV-only
- First new motorcycle to be unveiled on July 8
- Harley wants to be a pacesetter within the EV space
- New Harley Davidson electric bike to launch soon
American motorcycle manufacturer Harley-Davidson has launched its all-electric brand LiveWire, which it says will redefine “electric, delivering the simplest experience for the urban rider.” the primary LiveWire-branded motorcycle is scheduled to launch on July 8, 2021, and can be showcased at the International Motorcycle Show on July 9, 2021. Nothing else is understood about this new motorcycle at now .
Harley Davidson wants to be an EV leader
LiveWire will draw on its DNA as an agile disruptor from the lineage of Harley-Davidson, capitalising on a decade of learnings within the EV sector. The manufacturer says that, while the initial focus will remain on the urban market, the plan is to be a pioneer within the electric motorcycle space and beyond.
Jochen Zeitz, chairman, president and CEO of Harley-Davidson said: “One of the six pillars of The Hardwire Strategy is to steer in electric – by launching LiveWire as an all-electric brand, we are seizing the chance to steer and define the market in EV. With the mission to be the foremost desirable electric motorcycle brand within the world, LiveWire will pioneer the longer term of motorcycling, for the pursuit of urban adventure and beyond. LiveWire also plans to innovate and develop technology which will be applicable to Harley-Davidson electric motorcycles within the future.”
Harley-Davidson LiveWire: sales strategy
LiveWire is going to be headquartered virtually, with initial hubs in Silicon Valley , CA (LiveWire Labs) and Milwaukee, Wisconsin.
From launch, it (LiveWire) will work with participating dealers from the Harley-Davidson network as an independent brand. An innovative go-to-market model will blend digital and physical retail formats, tailoring the experience to the local market and allowing customers to get LiveWire on their own terms.
In addition, there’ll be dedicated showrooms in select locations, starting in California. The EV brand expects to profit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities. Furthermore, Harley-Davidson and LiveWire shall cooperate and share their technological advancements to make sure an industry leading application in their respective core segments.