Far, Harley and its LiveWire bike have struggled with the younger generation. Harley said that many owners are from the older generation or previous Harley owners, not first-time purchasers. That could be due to the older rough “Harley Davidson” perception or potentially the expensive $30,000 asking price of its first electric bike.
Harley-Davidsons first electric bike, the LiveWire, will become its own standalone brand after seeing extensive success. The company declares its LiveWire is the best-selling electrical motorbike in the United States, so it only makes sense to build off of that momentum.
Earlier this year, Harley decided to make a totally new department within the main business for electric motorbikes, and this is it. The concept here is to take advantage of the Harley-Davidson name and moms and dad business while letting LiveWire branch off and spark its own electric identity.
Harley-Davidson plans to unveil the “very first LiveWire branded motorcycle” along with the International Motorcycle Show on July 8th.
Jochen Zeitz, CEO of HD, had this to state about todays statement: “With the mission to be the most desirable electrical bike brand name worldwide, LiveWire will leader the future of motorcycling, for the pursuit of urban experience and beyond. LiveWire also plans to establish and innovate technology that will apply to Harley-Davidson electric motorcycles in the future.”
So far, Harley and its LiveWire bike have dealt with the younger generation. Harley stated that many owners are from the older generation or previous Harley owners, not novice purchasers. That might be due to the older rough “Harley Davidson” perception or perhaps the costly $30,000 asking cost of its very first electrical motorcycle.
In either case, the business hopes this is the very best path forward for itself and electrical bikes in general.
It isnt clear yet what well see from the new LiveWire business come July 8th. We might see an all-new urban bike thats more cost effective, or merely a relaunch of the existing LiveWire by Harley, sans some H-D branding.