Harley-Davidson introduced the electric LiveWire motorcycle in 2018 and now the company is turning LiveWire into its own brand.
According to the motorcycle giant, the new LiveWire brand will “redefine” electric motorcycles as well as deliver the “best experience for the urban rider, with personality and soul.”
That isn’t much to go on, but Harley-Davidson announced the first LiveWire branded motorcycle will be introduced at the International Motorcycle Show on July 8th. Little is known about the model at this point, but an image on LiveWire’s website suggests it will be an updated version of the current Harley-Davidson LiveWire. Changes appear minor as the most noticeable difference is LiveWire badging, which replaces the familiar Harley-Davidson branding.
Also Read: Harley-Davidson Plugs Into The Future With The Electric LiveWire
LiveWire will initially focus on urban bikes and the brand intends to develop innovative technologies that will help them stand out from the competition. LiveWire will also establish dedicated showrooms in select markets – such as California – to allow customers to experience the brand in “immersive and innovative way.”
That being said, LiveWire will rely heavily on Harley-Davidson’s dealership network. The company didn’t go into many specifics, but said LiveWire will “blend digital and physical retail formats, tailoring the experience to the local market and allowing customers to discover LiveWire on their own terms.”
In a statement, Harley-Davidson CEO Jochen Zeitz said “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.” He went on to say LiveWire will “pioneer the future of motorcycling” and aims to become the “most desirable electric motorcycle brand in the world.”
