Harley-Davidson launches LiveWire as an all-electric brand
Harley-Davidson have announced the arrival of a new sub-brand, LiveWire. After the launch of their all electric motorcycle, they say that “LiveWire is more than a motorcycle. It creates a unique connection between rider and vehicle. Today, the next chapter in the LiveWire journey begins.”
“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.” Said Jochen Zeitz, chairman, president and CEO of Harley-Davidson.
Check out our review on the 2020 Harley-Davidson LiveWire here…
The first LiveWire branded motorcycle is scheduled to launch on July 8, 2021 and to premiere at the International Motorcycle Show on July 9, 2021. For more information and updates, register here
The brand will be headquartered virtually, with initial hubs in Silicon Valley, CA and Milwaukee, WI. The brand 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.
Seizing the opportunity to lead in EV and innovating across the customer journey, the new Brand will operate dedicated EV showrooms in select locations, starting in California. There customers will be able to experience the new brand in an immersive and innovative way.
Harley-Davidson also say they plan to develop the technology of the future and to invest in the capabilities needed to lead the transformation of motorcycling. The brand expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities. Head to their new website here for more info.