The American Motorcycle Manufacturer Harley-Davidson has announced the launch of LiveWire as an all-electric motorcycle brand.
The vehicle maker will launch the first LiveWire branded motorcycle on July 8, 2021, and premiere at the International Motorcycle Show on July 9, 2021, the company said in a press release.
Jochen Zeitz, Chairman, President and CEO of Harley-Davidson said, “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 EV. 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.”
According to the motorcycle manufacturer, LiveWire draws on its DNA as an agile disruptor from the lineage of Harley-Davidson, capitalising on a decade of learnings in the EV sector and the heritage of the most desirable motorcycle brand in the world.
LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI.
In terms of distribution and network, LiveWire will work with participating dealers from the Harley-Davidson network as an independent brand. 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 terms.
However, it will have a dedicated EV showroom in select locations, starting in California.
The company plans to develop future technology and invest in the capabilities needed to lead the transformation of motorcycling.
LiveWire expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities.
Harley-Davidson and LiveWire intend to cooperate and share their technological advancements to ensure an industry-leading application in their respective core segments.