Harley-Davidson is spinning off its LiveWire electric motorcycle into an independent all-electric motorcycle brand that will have its own new offerings with an initial focus on the urban market.
American motorcycle maker Harley-Davidson has announced its plans to launch ‘LiveWire’ as a standalone all-electric motorcycle brand. The Harley-Davidson LiveWire originally started off as the manufacturer’s first-ever electric motorcycle back in 2018, but the nameplate will now spawn new electric offerings that will be a part of the Harley-Davidson group. The company also announced that the first LiveWire branded motorcycle will be launched on July 8 and will premiere at the International Motorcycle Show on July 8, 2021.
Speaking about the new LiveWire brand, Jochen Zeitz, chairman, president and CEO – 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. LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future.”