It makes sense that Harley would look to dissociate its name from electric motorcycles given the resistance from some traditional Harley diehards.
They may view the LiveWire with suspicion, given its lack of “potato-potato” V-twin noise … or any noise except a slight whirring.
However, Harley is not totally divorcing itself from the LiveWire brand with the brand being physically housed in their facilities and the electric technology finding its way int future Harley models.
In a press statement, Harley says LiveWire “draws on its DNA as an agile disruptor from the lineage of Harley-Davidson, capitalising on a decade of learnings in the EV sector and the heritage of the most desirable motorcycle brand in the world”.
“LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI,” the statement says.
And it appears they are looking for staff.
The brand will initially focus on the urban market, but will also “pioneer the electric motorcycle space, and beyond”.
Jochen Zeitz, chairman, president and CEO of Harley-Davidson, says the LiveWire brand strategy fits int his six pillars of The Hardwire Strategy.