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Harley-Davidson launches 'LiveWire', its all-electric motorcycle brand

LiveWire electric motorcycle (Source: Harley-Davidson)

American motorcycle manufacturer Harley-Davidson has announced its plans to launch 'LiveWire' as a separate all-electric motorcycle brand. The Harley-Davidson LiveWire initially started as the manufacturer's first-ever electric motorcycle back in 2019 with the concept showcased back in 2014. But the nameplate will now spawn new electric offerings that will be a part of the Harley-Davidson group. The company also announced that the first LiveWire branded motorcycle will be launched on July 8 and will premiere at the International Motorcycle Show on July 8, 2021.

Speaking about the new LiveWire brand, Jochen Zeitz, Chairman, President, and CEO - 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 apply to Harley-Davidson electric motorcycles in the future."

LiveWire will weigh Harley's engineering proficiency, manufacturing, footprint, supply chain infrastructure, and global logistics capabilities. The brand will capitalize on EV development. Harley-Davidson and LiveWire will collaborate to share their technological advancements, the company said in a declaration.

Harley-Davidson says LiveWire will have its preliminary focus on the urban market. The brand will be headquartered virtually with the preliminary hubs in Silicon Valley in California at the LiveWire Labs and Harley's home Milwaukee in Wisconsin in the US. The company also expounded that LiveWire will work with prevailing Harley-Davidson dealers to set up LiveWire as an independent brand. The retail model will see a mix of digital and physical formats, permitting customers to discover the brand as per their liking. 

Author : Moulin Oza
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