Electric motorcycle: Harley-Davidson officially launches its new LiveWire branding

Dubbed the first Harley-Davidson electric motorcycle, LiveWire is now a separate brand in charge of the manufacturer's future models.

In the field of electricity, Harley-Davidson continues to change. Following the launch of Serial 1, a brand specializing in its electric bike line last year, the manufacturer has formalized the creation of a separate division for its electric bikes. It will be called LiveWire, which was already announced last February during the presentation of the Hardrive strategic plan. A reference to the first electric motorcycle produced by this brand.

Harley-Davidson will officially unveil its new sub-brand LiveWire on July 8 and detail its plans for the coming months and years. ” By launching LiveWire as a fully electric vehicle brand, we are seizing the opportunity to lead and define the electric vehicle market. ” This was stated by the CEO of the American brand Jochen Seitz.

In practice, the new LiveWire brand will operate as an independent organization. With the flexibility of a startup, it will develop a line of unique products, relying on the know-how of the parent company in certain areas, in particular in the industrial part.

In terms of distribution, LiveWire promises a hybrid system. While dealers in the Harley-Davidson network will have the opportunity to represent the brand, the new division also plans to create dedicated showrooms. Digital sales will also play an important role in online sales.  

Cover change

The fact that Harley-Davidson was abandoned to launch this new electric brand is a strategic turning point for the manufacturer. This new leadership, driven by the company's new boss, aims above all to dust off a brand that no doubt is considered too traditional for new generations. Thus, the LiveWire subsidiary, which is a real weapon of conquest, will strive to attract new customers.