ROAD NEWS
HARLEY-DAVIDSON PLUGS LIVEWIRE INTO NEW ELECTRIFIED BRAND
I t is fair to say that sales of Harley- Davidson ’ s LiveWire electric motorcycle have been underwhelming to say the least . With a high price of entry and rather limited scope in the eyes of traditional motorcyclists , the revolutionary Harley-Davidson has been a mixed bag in the eyes of consumers since its launch in 2019 . With that in mind , Harley-Davidson has announced the Milwaukee-engineered electric offering is to separate from the Harley-Davidson brand and will become the headline product of its own all-electric LiveWire brand with a focus on essentially becoming the Tesla of the motorcycle world . “ 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 ,” says Harley-Davidson chairman , president and CEO , Jochen Zeitz . “ 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 , expected to be a rebadging of the existing Harley-Davidson LiveWire , is scheduled to
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