Harley-Davidson Launches LiveWire as an Electric Motorcycle Brand – Roadracing World Magazine


Harley-Davidson launches LiveWire, the brand of electric motorcycles (www.livewire.com)

MILWAUKEE (May 10, 2021) – Harley-Davidson, Inc. (“Harley-Davidson”) (NYSE: HOG) today announced the launch of LiveWire as a brand of fully electric motorcycles.

The LiveWire brand logo. Image courtesy Harley-Davidson.

LiveWire is more than a motorcycle. LiveWire plans to redefine the electric, providing the best experience for the urban rider, with personality and soul. LiveWire creates a unique connection between the driver and the vehicle. Today the next chapter of the LiveWire adventure begins.

Jochen Zeitz, President, President and CEO of Harley-Davidson: “One of the six pillars of the Hardwire strategy is to lead in electric – by launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the market in EV. With the mission to be the world’s most desirable electric motorcycle brand, LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond. LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future. “

The launch of the first LiveWire branded motorcycle is scheduled for July 8, 2021, and its premiere at the International Motorcycle Show on July 9, 2021. For more information and updates, register at livewire.com.

Unique Lineage: LiveWire draws on its DNA as an agile disruptor of the Harley-Davidson lineage, capitalizing on a decade of learning in the electric vehicle industry and the legacy of the world’s most sought-after motorcycle brand.

Motorcycles + Beyond: With an initial focus on the urban market, LiveWire will pioneer the electric motorcycle space, and beyond.

Virtual HQ: Innovative by design and attracting the best talent in the industry, LiveWire will have its virtual headquarters, with initial hubs in Silicon Valley, California (LiveWire Labs) and Milwaukee, WI.

Market: Upon launch, LiveWire will work with participating dealers in the Harley-Davidson network as an independent brand. An innovative go-to-market model will combine digital and physical retail formats, tailoring the experience to the local market and allowing customers to experience LiveWire on their own terms.

Dedicated Showroom: Seizing the opportunity to become an EV leader and innovating throughout the customer journey, LiveWire will operate dedicated EV showrooms in select locations from California. Here, customers will be able to experience the LiveWire brand in an immersive and innovative way.

Focus on Technology: With a focus on EVs, 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.

Technology Sharing: Harley-Davidson and LiveWire intend to cooperate and share their technological advances to ensure leading-edge application in their respective core segments.

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 represent 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, clothing and riding gear. Harley-Davidson Financial Services offers financing, insurance, and other programs to help Harley-Davidson motorcyclists on the road. Learn more at www.harley-davidson.com.


About Todd Wurtsbach

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