Harley-Davidson has launched the LiveWire as an all-electric bike brand in a bid to become a leader in the battery-powered 2-wheeler segment. Yep, what started as an electric motorcycle is now an independent brand.
Launched as part of the brand’s Hardwire strategy, LiveWire aims to become the most desirable electric motorcycle brand in the world, says Harley.
To this end, LiveWire will draw on the lineage of Harley-Davidson and focus on the urban customer to begin with. Also, according to Harley, the new EV brand will pioneer the electric motorcycle space and beyond.
Detailed plans for the new electric bike brand (to be headquartered virtually, with initial hubs in Silicon Valley, California (LiveWire Labs) and Milwaukee, Wisconsin) have already been laid out.
From launch, LiveWire will work with participating dealers from the Harley-Davidson network as an independent brand. There will be dedicated EV showrooms in select locations (starting in California) as well, and the brand will blend digital and physical retail formats.
The Harley-Davidson LiveWire electric bike brand also plans to develop technology that will be applicable to Harley’s electric motorcycles in the future.
In addition, LiveWire expects to benefit from Harley’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities.
The Milwaukee-based motorcycle manufacturer has stated that the first LiveWire branded motorcycle is scheduled to launch on 8th July, 2021. The bike will be on display at International Motorcycle Show the very next day.
