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Harley-Davidson introduces LiveWire as an all-electric motorcycle brand

With a clear focus on EV, LiveWire plans to continue to develop the technology of the future and invest in the capabilities necessary to lead the transformation of motorcycling. LiveWire expects to benefit from Harley-Davidson’s expertise in engineering, manufacturing, supply chain infrastructure and global logistics.

Harley-Davidson and LiveWire intend to collaborate and share their technological advances to ensure industry-leading application in their respective core segments.

The first LiveWire motorcycle is scheduled to launch on July 8, 2021 and will be unveiled at the International Motorcycle Show on July 9, 2021 in Irvine, CA. More information and updates are to be available on the new LiveWire website.

Commenting on the background of this decision, Jochen Zeitz, Chairman, President and CEO of Harley-Davidson, said:

“One of the six pillars of Harley-Davidson’s strategy is to be a leader in electric mobility – with the introduction of LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the electric vehicle market. With a mission to be the most sought-after electric motorcycle brand in the world, LiveWire will pioneer the future of motorcycling, the quest for urban adventure and beyond. LiveWire also plans to innovate and develop technologies that will be applicable to Harley-Davidson electric motorcycles in the future.”

More information on Harley’s first electric model in our LiveWire Special

Virtual headquarter: LiveWire attracts industry-leading talent. Headquarters will be virtual, with initial centers in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI.

Marketplace: LiveWire will partner with participating dealers from the Harley-Davidson network as an independent brand. An innovative go-to-market model will combine digital and physical retail formats to tailor the experience to the local market and allow customers to discover LiveWire on their own terms.

Showroom: LiveWire is seizing the opportunity to lead in the EV space and will operate EV showrooms in select locations, starting in California. Here, customers can experience the LiveWire brand in immersive and innovative ways.


[Quelle: Harley-Davidson Inc., 11.05.2021]




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