Harley-Davidson’s standalone electric motorcycle brand

LiveWire, the Harley-Davidson electric motorcycle, is presented as an independent brand, complete with a new logo and brand identity.
Harley-Davidson first introduced the LiveWire electric motorcycle in 2018 with a suggested retail price of $ 29,799, which puts it at the top of motorcycles. It went into production the following year, with a few bumps, including a brief stoppage of production due to a problem with loading one of the motorcycles. The “first LiveWire motorcycle” will be launched on July 8. Its public debut takes place the next day at the International Motorcycle Show, Harley-Davidson said Monday.
Dealers had a hard time selling the bike to younger and younger riders, Reuters reported in 2019. Part of the problem was the price that fell in the same category as a Tesla Model S, dealers said in the news at the time. As Harley-Davidson’s primary selection area is still baby boomers that age with products, the question is whether a new twist and redesign of the brand could attract younger (and richer) executives.
The two companies will share technological advances and LiveWire “will benefit from Harley-Davidson’s technical expertise, manufacturing footprint, supply chain infrastructure, and global logistics resources,” said Harley-Davidson on Monday.
LiveWire has dedicated showrooms starting in California and a “virtual” headquarters with hubs in Silicon Valley and Milwaukee.
Harley-Davidson is one of the most well-known motorcycle manufacturers in the country, but sales figures have suffered in recent years. The company’s annual sales fell by almost 24% in 2020 compared to the previous year, although some of them are probably due to the economic consequences of the coronavirus pandemic. The company also cut 700 jobs in its global operations last summer in a restructuring plan known as “The Rewire”.
More recently, the company unveiled a five-year strategic plan called The Hardwire. It is part of the plan to invest even more in the electricity market. The company has already moved in that direction with the launch of the Serial 1 Cycle e-bikes last November. The Rush / Cty Speed ​​model can reach speeds of up to 28 km per hour and reach $ 5,000.

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