Harley-Davidson announced its launch LiveWire as its own brand dedicated to electric motorcycles. Going forward, LiveWire will not just be the name of Harley-Davidson’s first electric vehicle, but a brand unto itself spanning a number of models. The first LiveWire-branded model will launch on July 8 before a public premiere the following day at the International Motorcycle Show in Irvine, California.
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Creating a brand of dedicated electric motorcycles was one of Harley-Davidson’s principles Cable plan. As a separate division, LiveWire will have complete autonomy over the development of electric vehicles, independent of Harley-Davidson’s internal combustion engine models.
“One of the six pillars of the Hardwire strategy is to lead in electrics – by launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the electric vehicle market,” says Jochen Zeitz, Chairman and CEO. of Harley-Davidson “With a mission to be the world’s most desirable electric motorcycle brand, 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.
According to Harley-Davidson, this would enable “more agile decision-making and execution, and enable potential external partnerships for future developments.” LiveWire will be able to develop electric propulsion technology independently while benefiting from Harley-Davidson’s engineering, manufacturing, supply chain and logistics infrastructure.
In addition to a new logo, LiveWire will operate dedicated EV showrooms in select locations, with the first outlets opening in California. LiveWire will also work with participating Harley-Davidson dealerships as an independent brand with a mix of digital and physical retail formats.
What remains to be seen is whether the motorcycle we know as the LiveWire will keep that name or go by a new moniker. The brand’s new website www.livewire.com, currently shows a black liveWire with the new brand logo on the “tank” and no HD branding or bar and shield. The LiveWire brand instagram and Facebook the pages feature images of the bike in a new white color.
Discuss this story more on our electric motorcycle forum
We also don’t know what other products will come from the brand, including whether they will include previous Harley-Davidson electric concepts. had previously shown.
We will have to wait until July 8 for more details.
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