Harley-Davidson Debuts Electric Bike
The new ride blends the company’s styling heritage with the latest technology to deliver a new expression of the signature Harley-Davidson look, sound and feel.
“Project LiveWire is more like the first electric guitar – not an electric car,” said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson Motor Company. “It’s an expression of individuality and iconic style that just happens to be electric. Project LiveWire is a bold statement for us as a company and a brand.”
The bike offers a visceral riding experience with tire-shredding acceleration and an unmistakable new sound.
“The sound is a distinct part of the thrill,” said Richer. “Think fighter jet on an aircraft carrier. Project LiveWire’s unique sound was designed to differentiate it from internal combustion and other electric motorcycles on the market.”
Longer term plans for retail availability of Project LiveWire will be influenced by feedback from riders along the Project Livewire Experience tour.
“We offer a no excuses riding experience in everything we do and we are led by what our customers tell us matters most,” said Richer. “Because electric vehicle technology is evolving rapidly, we are excited to learn more from riders through the Project LiveWire Experience to fully understand the definition of success in this market as the technology continues to evolve.”
As riding in the great outdoors is one of the best elements of motorcycling, sustainability remains a core strategic focus at Harley-Davidson.
“Preserving the riding environment is important to all of us,” said Levatich. “Project LiveWire is just one element in our efforts to preserve and renew the freedom to ride for generations to come. As a company that has seen success for 111 years, we think in generational terms about our great riding environments for the next 111 years.”