In a buzzword-laden announcement, H-D said the new LiveWire brand will, among other things, be an ‘agile disruptor’, be ‘headquartered virtually’ and have an ‘innovative go-to-market’ business model. Despite the new name, it seems both LiveWire and Harley-Davidson will be inextricably linked for some time.
For a start LiveWire will be working with bikes already developed at Harley. The new brand will also make use of Harley-Davidson dealers and help develop future electric bikes for Harley.
So what is the point of this? It could be to help free the electric image from that of the old Bar and Shield. At the time of going to press, Harley couldn’t confirm whether they will or won’t continue selling the LiveWire motorcycle themselves.