Motorcycles Harley-Davidson expands LiveWire into full electric sub-brand
Harley-Davidson spins out LiveWire as its own electric motorcycle brand
The company will unveil a new electrified model in JulyIt’s a similar move to how Harley-Davidson approached its new electric bicycle company, Serial 1. The idea is that LiveWire continues to benefit from its relationship with its parent company while also forging its own brand identity that is distinct from Harley-Davidson.
Harley-Davidson officially announced Monday that it will offer an entire lineup of "LiveWire" branded electric bikes, building on thethat the company launched two years ago. From this moment forward, the company announcement said, "LiveWire is more than a ."
"By launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the market in. 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," said Jochen Zeitz, chairman, president and CEO of Harley-Davidson. "LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future."
LiveWire will be own brand for electric motorcycles - Harley-Davidson founded electro-Submarke
Harley-Davidson transfers the model name of its E-Modell's LiveWire to a new sub-brand for electric drive motorcycles. The first model with the new logo promise Americans for July. © Harley-Davidson Already in February 2021 Harley boss Jochen Zeitz has announced the reorientation of the house's electrician division as part of the Hardwire strategy: Electromobility from Milwaukee should become a self-employed department on the technology leader.
The LiveWire brand will get dedicated showrooms, H-D said in the announcement, starting in California and expanding into other electric-friendly markets. In areas with less existing support, potential buyers will have access to digital showrooms and shopping support. The first bike under the new LiveWire umbrella will be announced on July 8, 2021 and premiere at the International Motorcycle Show on the 9th.
And while LiveWire will be marketed as a separate brand, Harley-Davidson says that its legacy and electric development teams will work hand-in hand "to ensure an industry leading application in their respective core segments."
The electric-focused sub-brand strategy mimics that of automakers such as, and , which all expanded existing electrified nameplates into entire sub-brands ( , Clarity and Ioniq, respectively) with varying degrees of success.
originally appeared on on Mon, 10 May 2021 13:14:00 EDT. Please see our terms for use of feeds.
EU Hits Harley-Davidson Hard With 56% Tariffs on All Bike Imports .
The tariffs used to be on U.S.-made bikes only, but now rates have been hiked across the board.While the trade war between the U.S. and much of the rest of the world hasn't been forgotten, it was pushed to the rear burner in the wake of the global pandemic. EU trade ministers have now brought it back to a full boil.