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LiveWire is now an electric motorcycle brand from Harley-Davidson, and not just a bike

The LiveWire, Harley-Davidson‘s first electric motorcycle impressed critics with its performance and handling, even if the range could be a bit better, but Harley knows that its future has to be electric for it survive.

To that end, Harley-Davidson is officially launching the LiveWire brand. It’s the all-electric motorcycle brand 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, ” said 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 bike to be LiveWire branded will debut on July 8, 2021. It’ll premiere in person the next day at the International Motorcycle Show.

LiveWire will hit urban markets first, focusing on the transportation needs of folks who may not have, or want, a car. LiveWire says it’ll help them “pioneer the electric motorcycle space.”

LiveWire will work with participating Harley-Davidson dealerships as an independent brand. There’ll be both digital and retail formats for selling. But that doesn’t mean there won’t be dedicated showrooms. Those will start in California and expand out where applicable.

Even with it being a separate brand, expect the LiveWire lineup to be engineered with the best talent Harley has, and use all the experience it can muster to attempt to build a success electric motorcycle brand.

Written by Chad Kirchner
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