Harley-Davidson Launches LiveWire, The Electric Motorcycle Brand
Press Release | May 10, 2021
Harley-Davidson announced the launch of LiveWire as an all-electric motorcycle brand.
Jochen Zeitz, chairman, president and CEO of Harley-Davidson, said, “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.”
The first LiveWire branded motorcycle is scheduled to launch on July 8, 2021 and to premiere at the International Motorcycle Show, July 9, 2021.
LiveWire will work with participating dealers from the Harley-Davidson network as an independent brand, LiveWire will also operate dedicated EV showrooms in select locations, starting in California. Harley says customers will be able to experience the LiveWire brand in an immersive and innovative way.
