LiveWire, the first electric motorcycle from Harley-Davidson, is set to become its own standalone brand, with the first LiveWire branded bike to debut on 8 July at the International motorcycle show.

The new brand will work with participating dealers from the Harley-Davidson network as an independent entity.

LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, California, and Milwaukee in Wisconsin. Dedicated EV showrooms will operate in select locations.

“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 EVs,” said Harley-Davison president and Chief Executive, 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 brand will incorporate a new logo and an innovative go-to-market model which will blend digital and retail forms, tailoring to the local market. Through this strategy, they hope to create an immersive and innovative experience for the customer.

Source: EV Talk | Harley-Davidson launching LiveWire as its all-electric motorcycle brand

18 May 2021