Harley-Davidson Launches LiveWire, the Electric Motorcycle Brand

Jochen Zeitz, chairman, president and CEO of Harley-Davidson: 

Yesterday Harley-Davidson announced the launch of LiveWire as an all-electric motorcycle brand. LiveWire plans to redefine electric, delivering the best experience for the urban rider, with personality and soul. LiveWire creates a unique connection between rider and vehicle. Now, the next chapter in the LiveWire journey begins.

harley-davidson livewire brand

“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.”

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 at livewire.com.

Unique lineage: LiveWire draws on its DNA as an agile disruptor from the lineage of Harley-Davidson. It capitalizes on a decade of learnings in the EV sector and the H-D heritage.  

Motorcycles + beyond:  with an initial focus on the urban market, Harley believes LiveWire will pioneer the electric motorcycle space, and beyond.  

Virtual HQ: LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI. 

Marketplace: from launch, LiveWire 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.

Dedicated showroom: LiveWire will operate dedicated EV showrooms in select locations, starting in California. Here customers will be able to experience the LiveWire brand in an immersive and innovative way. 

Technology focus:  LiveWire plans to develop the technology of the future. It will also invest in the capabilities needed to lead the transformation of motorcycling. LiveWire benefits from Harley-Davidson’s expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities.  

Technology sharing: Harley-Davidson and LiveWire also intend to cooperate and share their technological advancements to ensure an industry leading application in their respective core segments. 

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