Harley-Davidson launching LiveWire as its all-electric motorcycle brand

The first LiveWire branded motorcycle is due to be launched on July 8, debuting at the International Motorcycle Show in Irvine, California, on July 9.

It’s part of Harley-Davidson’s move to make LiveWire its independent electric motorcycle brand.

“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,” Harley-Davidson president and chief executive Jochen Zeitz says.

“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.”

LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, California (LiveWire Labs) and Milwaukee in Wisconsin.

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

An innovative go-to-market model will blend digital and physical retail formats, tailoring the experience to the local market and allowing customers to discover LiveWire on their own terms.

Dedicated EV showrooms will operate in select locations, starting in California.

Here customers will be able to experience the LiveWire brand in an immersive and innovative way, the new brand expecting to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities.

Both intend to cooperate and share their technological advancements to ensure an industry leading application in their respective core segments.

The first LiveWire motorcycles began appearing in dealerships in October 2019 and have featured in EVs and Beyond when due in New Zealand last year and in our reviews.

A Harley-Davidson LiveWire display recently featured at May’s eworld in The Trusts Arena, West Auckland.