Harley-Davidson launches LiveWire all-electric motorcycle brand

Chris Teague

Chris Teague

Harley-Davidson is making LiveWire its new electric vehicle brand.

LiveWire is more than just a motorcycle. It’s now a brand. Harley-Davidson has borrowed the moniker from its all-electric LiveWire motorcycle for its next chapter much in the same way that Audi is using E-Tron for its electric vehicle lineup. This proclamation is a next chapter in the LiveWire journey, which was started in 2019 as a single motorcycle offering.

“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,” said Jochen Zeitz, chairman, president and CEO of Harley-Davidson. “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.”

LiveWire

The LiveWire brand will launch its first motorcycle in July.Photo courtesy of Harley-Davidson

The first LiveWire branded motorcycle is scheduled to launch on July 8, 2021 and will make its in-person premiere just one say later at the International Motorcycle Show, which is scheduled to run through July 11 at FivePoint Amphitheater in Irvine, California.

Ahead of its debut, Harley-Davidson is revealing a few details about the new line saying that it “draws on its DNA as an agile disruptor from the lineage of Harley’-Davidson” and that it capitalizes on “a decade of learnings in the EV sector”.

The motorcycle maker will first focus on the urban market but is planning to expand LiveWire beyond that. Brand reps will worth with participating dealers within the Harley-Davidson network blending a digital presence and physical retail format that is tailor-made for the local market.

Select locations will have dedicated LiveWire showrooms. This sales experience will debut in California and allow customers to experience LiveWire in an “immersive and innovative way”, according to the company.

LiveWire operations will be semi-separate from Harley-Davidson’s. The brand will be headquartered virtually with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI.

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