No kick-start for Harley LiveWire

Harley-Davidson’s first electric motorcycle LiveWire is slow to take off in the US where the US$29,799 pre-order ‘super-premium’ starting price is considered to have a sales impact.

The motorcycle maker is aiming to attract young, environmentally aware riders, but US dealers Reuters interviewed indicate the LiveWire is not really grabbing that market.

It’s been available there on pre-order since January. However, Reuters reports most orders are coming from older riders.

It suggests the price is almost on a par with a Tesla Model 3, adding that Harley Davidson has declined to comment on LiveWire pre-orders.

Dealers interviewed expect a more affordable electric motorcycle will come from Harley after creating hype around the premium model.

Some report the LiveWire’s 235km city range or nearly 153km combined city and highway range may  be hindering sales too, limiting its appeal to rural riders favouring touring bikes.

Supply is also tight, with dealers interviewed adding they are expecting to get less than 10 LiveWires this year.

Demand is expected to lessen with winter coming on in the US, and Harley Davidson is not alone in selling electric motorcycles with the likes of Zero Motorcycles already established and selling its electric bikes from US$8,500 to US$21,000.