Harley-Davidson Launches Independent Brand for Company's Electric Motorcycles, New Release to Happen in June

Harley-Davidson Launches Independent Brand for Company’s Electric Motorcycles, New Release to Happen in June

Written by Fabio Lucas Carvalho

Published on 11/05/2021 at 11:13

Foto: Eletreck

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Harley-Davidson Is Launching A New Electric Motorcycle Brand

Harley-Davidson is yet another company focusing on manufacturing electric vehicles. The American company announced that its electric motorcycle segment will now be part of the LiveWire brand, created exclusively to encompass the electric products of the company.

The company decided to create LiveWire to initiate a division of entirely new electric motorcycles within Harley-Davidson. The idea was for the new electric motorcycles from Harley-Davidson to be part of a segment within the company; however, they changed their minds, and LiveWire will become a brand completely separate from HD.

The name LiveWire comes from the Harley-Davidson LiveWire, the company’s first electric motorcycle that has been on the market since 2019. The product was a huge success in the US, being the best-selling electric motorcycle model in the United States.

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“By launching LiveWire as a fully electric brand, we are seizing the opportunity to lead and define the electric vehicle market. With the mission of being the most desirable electric motorcycle brand in the world, LiveWire will pioneer the future of motorcycling for the pursuit of urban adventure and much more,” emphasized Jochen Zeitz, President and CEO of HD.

The company also took the opportunity to announce that on the upcoming July 8, there will be a launch for the new brand. It may be a new product or a new version of the Harley-Davidson LiveWire with the new brand.

The trend is that the company will continue to invest in urban electric motorcycles. They have been successful in the US, with a starting price of $29,000. These urban motorcycles do not need a large battery range, allowing for lighter and cheaper batteries. “With an initial focus on the urban market, LiveWire will pioneer the electric motorcycle space and much more.”

The LiveWire line is also expected to be expanded with electric scooters and bicycles. The trend is that the company will gain ground in the sector and surge ahead in the market. Honda, one of HD’s main competitors, is predicted to launch three electric motorcycles in 2024 alone.

Harley-Davidson Launches Independent Brand for Company’s Electric Motorcycles, New Release to Happen in June

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