The first LiveWire branded motorcycle is scheduled to launch on July 8, 2021 and to premiere at the International Motorcycle Show on July 9, 2021. For more information and updates, register at livewire.com >
Jochen Zeitz, chairman, president and CEO of 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. 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.”
With an initial focus on the urban market, LiveWire has the ambition to lead the electric motorcycle space, and beyond. Innovating by design and attracting industry-leading talent, LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI.
From launch, LiveWire will work with participating dealers from the Harley-Davidson network as an independent brand. An innovative go-to-market model will blend digital and physical retail formats, tailoring the experience to the local market and allowing customers to discover LiveWire on their own terms.
LiveWire will operate dedicated EV showrooms in select locations, starting in California. Here customers will be able to experience the LiveWire brand in an immersive and innovative way. LiveWire expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities. Harley-Davidson and LiveWire intend to cooperate and share their technological advancements to ensure an industry leading application in their respective core segments.
