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 its electric motorcycle division as 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 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 practically nonexistent. 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.”
No comments:
Post a Comment