Motorcycles Harley-Davidson spins out LiveWire as its own electric motorcycle brand
Harley-Davidson’s First Adventure Bike, the Pan America 1250, Is Its Most Important Model in Decades
The 118-year-old manufacturer hopes to blaze a new trail in market share and perception.Chalk one up to delayed gratification, as the first adventure bike from Harley-Davidson is finally here, the Pan America 1250. This motorcycle is, quite simply, the 118-year-old manufacturer’s most important model release in recent memory, as it signals a shift in both its philosophy and demographic.
LiveWire, the first electric motorcycle from Harley-Davidson, will now become its own standalone brand. The Milwaukee-based company announced that it would be spinning out itsas its own company with a distinct lineup and a tailored retail experience. Harley-Davidson plans to unveil the “first LiveWire branded motorcycle” on July 8th to coincide with the International Motorcycle Show.
It’s a similar move to how Harley-Davidson approached its. 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 Has Missed the Mark in Electric Transportation
The company can't get over its past success.Despite all of these challenges, Harley-Davidson stock is up 82% over the past year, and investors seem optimistic about a turnaround. But there's good reason to think that won't happen for this leisure stock.
It’s a shift from how the company approached its current LiveWire model, in which the Harley-Davidson logo is front and center, while the LiveWire brand is. And it’s a sign that going forward, Harley-Davidson is interested in letting its electrified models stand on their own terms.
“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,” Jochen Zeitz, chairman, president, and CEO of Harley-Davidson, said in a statement. “LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future.”
Our Favorite Motorcycle Boots for Women
They’re fashionable, functional and fabulousThe adjustable rear buckle, long line of laces, and inside zipper make this boot easy to customize to properly fit – and protect – your foot and lower leg. This blue ink leather boot is just one of the 26 colors and styles including red, olive, and chocolate bronze leather, stunning white leather with black laces, Bordeaux leather with plaid, and even one black waterproof option. Each style cradles your feet with their Taos Soft Support Removable Footbed. The fashion-forward contrasting double stitching gives these Crave boots a luxurious look.
There’s a new logo and a new “virtual” headquarters, with engineering teams stationed in Silicon Valley and Milwaukee. LiveWire will work with Harley-Davidson dealerships as an independent brand, with a blend of digital and physical retail formats.
The question is whether this branding strategy will lead to better sales for Harley-Davidson’s electric models. Last year,that the company’s plan to appeal to a younger generation of motorcyclists with the LiveWire was struggling, with most of the preorders coming from older or preexisting customers. Harley-Davidson’s overall sales have been stagnant lately after hitting a low point in 2018.
The problem could be that the price, which starts at $29,799, isn’t that much cheaper than a Tesla Model 3. Dealers told Reuters that many younger customers were turned off by the price tag.
Harley-Davidson is also facing some stiff competition from rivals like Zero Motorcycles, which recently teamed up with power sports manufacturer Polaris on a new lineup of electric-powered ATVs and snowmobiles. And as the broader world of transportation shifts to electric, the company will be under increasing pressure from its shareholders to prove its vision for the future can be profitable.
Harley-Davidson Has 22% Upside as Sales Start to Heat Up, Says Analyst .
Growth is accelerating as the quarter progresses.Wedbush analyst James Hardiman tells investors in a research note that his channel checks show Harley-Davidson is gaining traction among motorcycle buyers again. April sales were running 5% to 7% above the levels they hit in 2019 while May sales were sprinting higher by low double-digit rates.