Harley Davidson LiveWire to be dedicated EV brand
Harley first showcased the LiveWire in 2018 and subsequently launched it in select markets. Now, the Milwaukee-based bike maker has announced LiveWire as a dedicated all-electric brand
By autoX Editorial
Harley first showcased the LiveWire in 2018 and subsequently launched it in select markets. Now, the Milwaukee-based bike maker has announced LiveWire as a dedicated all-electric brand.
Over the past year or so, Harley-Davidson has had to make a lot of structural changes within the organisation and take some tough business calls, given that its sales numbers have been plummeting the world over. As part of its ‘Rewire’ plan, Harley Davidson announced that it will focus on important markets, employ harsh cost-cutting measures, and optimise its product portfolio. And in doing that, the Milwaukee brand has also diversified into new products. Earlier this year, Harley launched the Pan America – the brand’s first ADV – globally and in India. Now, the cruiser manufacturer has announced that it will introduce ‘LiveWire’ as a separate and dedicated brand for their all-electric offerings. Harley will showcase the first LiveWire branded motorcycle on 8th July. The new model will be sold through separate showrooms for the LiveWire brand.
Speaking about LiveWire, Jochen Zeitz, chairman, president and CEO of Harley-Davidson said, “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.”
Harley Davidson entered the electric vehicle space with the unveiling of the LiveWire motorcycle in 2018. While the motorcycle was on sale in several markets across the globe, the motorcycle was only unveiled in India and was never really launched officially. Keeping in mind that the brand will now focus on all-electric two-wheelers only, expect varied models with different body styles and riding range to be unveiled/launched in the future. As of now, there is no official confirmation about if/when the LiveWire brand will be introduced in India.
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