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Harley-Davidson announced that it will deploy LiveWire, an electric motorcycle that was first introduced in 2019, as its own brand of electric motorcycles. Originally, the Livewire electric motorcycle was a genuine Harley brand electric motorcycle with the Harley-Davidson emblem, but in the future, the Harley electric motorcycle could be expanded to its own brand with the Livewire emblem. Harley-Davidson will unveil its first electric motorcycle after the brand was founded on July 8th, and will display its actual product at the International Motorcycle Show in Southern California.
Harley-Davidson will also set up a livewire showroom and open its first store in California. In addition, some of the existing Harley-Davidson dealers will be in charge of selling Live Wire. LiveWire uses the Harley-Davidson network, including Harley-Davidson technology, production system, supply chain construction and logistics. In addition, technology development bases will be deployed in Silicon Valley and Milwaukee.
Harley-Davidson previously stated that LiveWire wants to appeal to the younger generation of bikers. However, it is reported that most of the reservation customers are older or existing Harley customers. The problem with LiveWire is the price range of 28,000 dollars. Even if a young customer base is interested in LiveWire, there are many cases where they give up on purchase by looking at the price tag.
The new brand is focusing on city motorcycles first. In other words, it is expected to be a casual motorcycle with a small and light weight compared to the long-distance cruiser that makes most of the Harley profit. Related information can be found here.
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