• NATALIA SOUSA

Harley-Davidson Launches LiveWire, all-new Electric Motorcycle Brand

Harley-Davidson, Inc. has announced the launch of LiveWire as an all-electric motorcycle brand. The group says that LiveWire plans to redefine electric, delivering the best experience for the urban rider, with personality and soul.


"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 globally, LiveWire will pioneer the future of motorcycling to pursue urban adventure and beyond. LiveWire also plans to innovate and develop technology that will apply to Harley-Davidson electric motorcycles in the future."

Says Jochen Zeitz, chairman, president and CEO of Harley-Davidson

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.

LiveWire draws on its DNA as an agile disruptor from the lineage of Harley-Davidson, capitalizing on a decade of learnings in the EV sector and the heritage of Harley Davidson.

With an initial focus on the urban market, LiveWire will pioneer the electric motorcycle space and beyond. The company will have a virtual HQ. They hope to attract industry-leading talent more efficiently, leading to significant innovation, with initial hubs planned in Silicon Valley, CA (LiveWire Labs) and Milwaukee WI.


Livewire will have a dedicated focus on EV and plans to develop the future technology and invest in the capabilities needed to lead the transformation of motorcycling. LiveWire expects to benefit from Harley-Davidson's existing engineering resources, 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.

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