Harley-Davidson spins out LiveWire as its own electric motorcycle brand
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LiveWire, the first electric motorcycle from Harley-Davidson, will now become its own standalone brand. The Milwaukee-based company announced that it would be spinning out its electric motorcycle division as its own company with a distinct lineup and a tailored retail experience. Harley-Davidson plans to unveil the “first LiveWire branded motorcycle” on July 8th to coincide with the International Motorcycle Show.
It’s a similar move to how Harley-Davidson approached its new electric bicycle company, Serial 1. The idea is that LiveWire continues to benefit from its relationship with its parent company while also forging its own brand identity that is distinct from Harley-Davidson.
Harley-Davidson spins out LiveWire into a standalone electric motorcycle brand
LiveWire, Harley-Davidson’s electric motorcycle, is being spun out as a standalone brand, complete with a new logo and brand identity.
Harley-Davidson first unveiled the LiveWire electric motorcycle in 2018 with a listing price of $29,799, placing it on the higher end for motorcycles. It went into production the following year, with some bumps, including a brief halt to production due to a charging-related problem on one of the motorcycles. The “first LiveWire-branded motorcycle” will launch on July 8. Its public debut will come a day later at the International Motorcycle Show, Harley-Davidson said Monday.
May 10th, 2021
Harley-Davidson / LiveWire
Back in 2019, Harley-Davidson released the LiveWire, its first all-electric motorcycle. Now it plans to use the LiveWire name to launch an all-electric motorcycle brand. LiveWire will announce its first EV on July 8th, with a showing at the International Motorcycle Show to follow one day later. Harley-Davidson didn’t provide many hints on what to expect from the first LiveWire-branded motorcycle, but did note it will initially focus on ones designed for urban use.
Harley-Davidson also spoke a bit about its distribution strategy for LiveWire. The company will operate dedicated LiveWire showrooms, with the first ones slated to open in California. Additionally, some existing Harley-Davidson dealers will carry LiveWire motorcycles, but it doesn’t sound like you’ll find them everywhere. As you have guessed, the two will work closely together in other ways as well. “LiveWire expects to benefit from Harley-Davidson s engineering expertise
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