Harley-Davidson Revival: electric motorcycle for Generation Z

Designed by Tanner Van De Deer, this retro-futuristic electric motorcycle is based on innovative marketing formulas to reach new audiences.

Launched in late 2019, Livewire was supposed to allow the brand to rejuvenate its audience and revive sales that had been falling for several years. However, this first electric Harley is struggling to find its audience. This stems from the price, which makes it difficult for the public to access it craves. The failure that prompted Tanner Van De Dier's thought. A designer by trade, he unveiled the Harley-Davidson Revival, a retro-futuristic electric motorcycle designed for millennials and Gen Z.

Rented battery

If, unfortunately, he does not indicate the characteristics of his car, Van De Deer has developed several formulas to reduce the price. Inspired by a system created by Renault with its ZOE, the designer introduces a battery rental formula. A device that significantly lowers the purchase price of a car and distributes the cost of the battery to monthly payments.

The practical aspect is not forgotten either. Assuming that the younger generation did not have the opportunity to own a home or garage to recharge a motorcycle, the designer presents a device made from removable batteries. An attractive system on paper, but the implementation of which will depend on the size of the package. On the current Livewire, the battery is gaining 15.5 kWh. We are talking about several tens of kilograms that need to be transported ...

If the Van De Deer project remains a pure exercise in style for now, it was submitted to the Harley Owners Club, a community sponsored by the American brand that could inspire it for its future achievements.