Harley-Davidson launches LiveWire, the new electric motorcycle brand


Harley-Davidson announced in the United States, the launch of LiveWire as an all-electric motorcycle brand.

According to the company, LiveWire plans to “redefine electric, delivering the best experience for the urban rider, with personality and soul.”

LiveWire was the name of the first electric motorcycle by Harley-Davidson and which now becomes an independent brand within the company.

They report that, for now, the focus of the brand is to offer urban electric models, with the first launch scheduled for July 8, 2021.

livewire brand

Jochen Zeitz, chairman, 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 most desirable electric motorcycle brand in the world, 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.”

More details of the new brand

Virtual HQ: innovating by design and attracting industry-leading talent, LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI.

Marketplace: from launch, 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 discover LiveWire on their own terms.

Dedicated showroom: seizing the opportunity to lead in EV and innovating across the customer journey, LiveWire will operate dedicated EV showrooms in select locations, starting in California. Here customers will be able to experience the LiveWire brand in an immersive and innovative way.

Technology focus:  with a dedicated focus on EV, LiveWire plans to develop the technology of the future and to invest in the capabilities needed to lead the transformation of motorcycling. 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 advancements to ensure an industry leading application in their respective core segments.

livewire brand
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