Harley-Davidson made headlines by announcing LiveWire will be a standalone brand as of July. 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 own terms. Tesla style factory stores and a virtual headquarters differentiate the new LiveWire from Harley-Davidson.
“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,” proclaims Jochen Zeitz, Chairman, President and CEO of Harley-Davidson. “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.”
The first LiveWire branded motorcycle is scheduled to launch on July 8, 2021 and will premiere at the International Motorcycle Show on July 9, 2021. Wondering how different it will look from the LiveWire we saw debut at EICMA a couple years ago? For more information and updates, register at livewire.com
