Harley-Davidson Sparks LiveWire As A Standalone Electric Motorcycle Brand

Harley-Davidson will spin out its LiveWire electric motorcycle into a standalone brand, with a whole range of EVs planned. Announced in production form back in 2018 – though dating all the way back to a 2014 concept – the original Harley-Davidson LiveWire bypassed the clutch and the familiar rumble in favor of a battery and zero emissions, though when preorders opened the following year it was with an eye-watering price tag.

0-60 mph in under 3.5 seconds and instantaneous torque – plus around 110 miles of range – would set you back about $30k, the iconic bike company conceded. The LiveWire was to be the first of a series of Harley-Davidson electric models, as it tried to expand its footprint beyond its traditional audience.

Now, it's shaking that strategy up a little. LiveWire won't just be a bike, but a whole brand of its own, initially focused on urban use. It'll have dedicated showrooms in select markets – initially in California – but also support digital from the outset. Select existing dealers from the Harley-Davidson network will be involved, but you won't necessarily be able to go into any current dealership and find LiveWire product there.

Of course, though it may be its own entity, LiveWire will get to piggy-back on a lot of Harley's existing setup. "With a dedicated focus on EV, LiveWire plans to develop the technology of the future and to invest in the capabilities needed to lead the transformation of motorcycling," the company said today. "LiveWire expects to benefit from Harley-Davidson's engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities."

Developments by, and for, LiveWire may well find there way into future Harley-Davidson models, for example. Indeed, it sounds like there'll even be electric Harleys in the future, as LiveWire tech goes full circle to help bring its originator up to speed.

Harley-Davidson has faced challenges in recent years, as it tries to modernize and embrace things like electrification while keeping a grip on its traditional audience and branding. The company launched its "Rewire" plan for restructuring in 2020, trimming select models in some regions, and generally aiming to cut costs. Key, though, is attracting a new, younger audience of riders with Harley conceding a few years back that its appeal among millennials was lagging significantly behind.

We'd already seen the first fruits of that expansion strategy late last year. In November 2020, the company unveiled its Series 1 Cycle e-bike line-up, the first models from its new brand for electric bicycles. Come July 8, meanwhile, we'll see the first LiveWire branded motorcycle revealed. There, the big question will be whether Harley's hewn-off nameplate can compete with existing electric bikes on factors like range and price.