Harley-Davidson Introduces New LiveWire ONE Electric Motorcycle – Roadracing World Magazine

Introducing LiveWire ONE ™, the first fully electric product from the LiveWire ™ brand

MILWAUKEE (July 8, 2021) – Today, Harley-Davidson, Inc. (“Harley-Davidson”) (NYSE: HOG) presents the evolution of LiveWire (LiveWire.com) as a standalone brand and the introduction of LiveWire ONE – the electric motorcycle designed for the urban experience, with the power and reach to take you beyond.

Jochen Zeitz, President, President and CEO of Harley-Davidson:

“As part of the Hardwire strategy, we are committed to Harley-Davidson being the electric leader. We recognized the pioneering spirit and the value of the LiveWire brand to our community and made the decision to evolve the original LiveWire motorcycle into a brand dedicated to electric vehicles. Today’s LiveWire ONE builds on Harley-Davidson DNA but with the electric focus and ambition of the new LiveWire brand. Harley-Davidson and LiveWire will continue to rewrite the motorcycle rulebook and we are excited about this next chapter in our legacy. “

LiveWire ONE: Launch at $ 21,999 * and available to order today on LiveWire.com, in addition to select LiveWire resellers, LiveWire ONE offers the best experience for the urban rider, with personality and soul:

  • BIKE WITH A PULSE: haptic heartbeats, adding a touch of humanity to the electricity
  • DIGITAL CONNECTED: broadcast routes, monitor alerts and track the status of your recharge
  • INSTANT ACCELERATION: Smooth power from the electric motor that can instantly produce 100% of its rated torque
  • FAST CHARGE: Recharge DC fast charge 0 to 100% in 60 minutes / 0 to 80% in 45 minutes **
  • FAR RANGE: 146 miles of range in the city, capable of traveling beyond the urban network ***
  • CUSTOM MODES: Define LiveWire ONE performance and personalize your experience
  • CONTROL: Advanced piloting systems and a The 6-axis IMU tracks and anticipates changes

With advanced software and hardware, LiveWire ONE builds on the experience of the original LiveWire and reflects the new identity of the LiveWire brand.

LiveWire ONE will debut at IMS North California on July 18, 2021, with larger product demos and experience moments.

Innovative model: LiveWire is the first OEM with a hybrid omnichannel model, combining the best of digital and physical, allowing the customer to interact with the brand on their own terms.

Sales experience: LiveWire ONE launches online at LiveWire.com and at 12 new LiveWire **** branded resellers in California, New York and Texas with additional locations slated for fall.

Experiences galleries: Designed to facilitate a fully immersive brand experience, the first state-of-the-art LiveWire brand experience gallery is slated to open in Fall / Winter 2021.

Online + in the app: By focusing on the digital experience, LiveWire.com takes visitors on an immersive journey from vision to product, including a new interactive bike builder, new mobile app and enhanced ownership experience.

LiveWire Custom ™ financing: The LiveWire Custom ™ finance program provides options for home ownership, allowing passengers to experience the latest LiveWire technology, on short-term leasing.

International: Launched in the United States, LiveWire ONE is expected to be available in international markets from 2022. For future product news, please visit LiveWire.com.

*Prices shown are Manufacturer’s Suggested Retail Prices for Base Models. Options such as color are available at an additional cost. Prices for additional models available exclude taxes, title, licenses, registration fees, destination fees, added accessories, and additional dealer fees, if applicable, and are subject to change. LiveWire reimburses resellers for performing pre-delivery inspection and configuration tasks specified by the manufacturer. Dealer prices may vary.

**The charging rate varies depending on the output of the charging unit and the ambient / vehicle temperature.

***Range estimates are based on expected performance on a fully charged battery and are derived from data from the SAE J2982 driving range test procedure on a motorcycle sample under ideal laboratory conditions. Your actual range will vary depending on your personal driving habits, road and driving conditions, ambient weather, vehicle condition and maintenance, tire pressure, vehicle configuration ( parts and accessories) and vehicle load (weight of cargo, driver and passenger).

****For the current list of LiveWire resellers, please visit LiveWire.com.

About Harley-Davidson:

Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Build our legend and lead our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with a growing line of cutting-edge, distinctive and customizable motorcycles, in addition to exceptional riding experiences and motorcycle accessories, gear and apparel. Harley-Davidson Financial Services offers financing, insurance, and other programs to help Harley-Davidson riders get on the road. Learn more about harley-davidson.com

About LiveWire:

More than a motorcycle, LiveWire plans to redefine the electric. Building on its nimble Harley-Davidson lineage disruptor DNA, capitalizing on a decade of learning in the EV business and the legacy of the world’s most desirable motorcycle brand. By initially focusing on the urban market, LiveWire will pioneer the electric motorcycle space, and beyond. By focusing on electric vehicles, LiveWire plans to develop the technology of the future and invest in the capabilities needed to lead the motorcycle transformation. LiveWire expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities. Innovative by design and attracting the best talent in the industry, LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, California (LiveWire Labs) and Milwaukee, WI.

For LiveWire career opportunities, please visit LiveWire.com/careers.

Caution Regarding Forward-Looking Statements

The Company intends that certain matters discussed in this press release will be “forward-looking statements” intended to qualify for the safe harbor of liability established by the Private Company.

Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such because the context of the statement will include words such as the company “believes”, “anticipates”, “expects”, “plans” or “ estimates, ”or words with similar meanings.

Likewise, statements that describe future plans, objectives, prospects, targets, directions or goals are also forward-looking statements. These forward-looking statements are subject to certain risks and uncertainties which could cause actual results to differ materially, adversely or favorably from those anticipated at the date of this press release. These risks and uncertainties include, among other factors: (i) the COVID-19 pandemic, including the duration and severity of the pandemic across the world and the pace of recovery from the pandemic; (ii) the company’s ability to meet expectations regarding market demand for electric motorcycles, which will depend in part on the construction of the necessary infrastructure; (iii) the company’s ability to effectively execute an omnichannel hybrid sales model; (iv) the company’s ability to develop effectively on international markets; (v) the company’s ability to invest in EV technology in a way and at a level that will allow it to develop the EV technology necessary to lead the motorcycle transformation; (vi) the company’s ability to leverage its engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities in the electric vehicle industry; and (vii) matters noted by the Company in its filings with the SEC, including, but not limited to, those described under “1A. Risk Factors ”in the Company’s Annual Report on Form 10-K for the year ended December 31, 2020 filed with the SEC on February 23, 2021 and in Part II, Section 1A of Quarterly Reports filed thereafter on Form 10-Q. Shareholders, prospective advisers and other readers are urged to take these factors into account when evaluating forward-looking statements and cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this press release are made only as of the date of this press release, and the Company disclaims any obligation to publicly update these forward-looking statements to reflect subsequent events or circumstances.


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About Todd Wurtsbach

Todd Wurtsbach

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