Harley-Davidson introduced the electric LiveWire motorcycle in 2018 and now the company is turning LiveWire into its own brand. According to the motorcycle giant, the new LiveWire brand will “redefine” electric motorcycles as well as deliver the “best experience for the urban rider, with personality and soul.”
That isn’t much to go on, but
Harley-Davidson announced the first LiveWire branded motorcycle will be
introduced at the International Motorcycle Show on July 8th. Little is known
about the model at this point, but an image on LiveWire’s website suggests it
will be an updated version of the current Harley-Davidson LiveWire. Changes
appear minor as the most noticeable difference is LiveWire badging, which
replaces the familiar Harley-Davidson branding.
LiveWire will initially focus on urban
bikes and the brand intends to develop innovative technologies that will help
them stand out from the competition. LiveWire will also establish dedicated
showrooms in select markets to allow customers to
experience the brand in “immersive and innovative way.”
LiveWire will rely
heavily on Harley-Davidson’s dealership network. The company didn’t go into
many specifics, but said LiveWire will “blend digital and physical retail
formats, tailoring the experience to the local market and allowing customers to
discover LiveWire on their own terms.”
