Harley-Davidson announces LiveWire as a pure electric brand

Harley-Davidson seems to have wholeheartedly adapted to the transition towards EVs that the automotive fraternity is currently undergoing. The Milwaukee-based brand has launched LiveWire as a dedicated all-electric sub-brand as one of the pillars of its global Hardwire strategy. And this means that there won't be just one H-D electric motorcycle, but many more in the future.

The first LiveWire badged electric motorcycle is likely to be the rebranded Livewire that we have now known for a few years as Harley-Davidson’s first electric offering. It will be revealed officially on July 8, followed by a world premiere at the International Motorcycle Show on July 9. LiveWire will be headquartered in Silicon Valley and first showrooms will be open in select locations across the US, starting in California.

Jochen Zeitz, chairman, president and CEO, Harley-Davidson said, “One of the six pillars of The Hardwire Strategy is to lead in electric – by launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the market in EV. 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. LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future.

It’s too early to tell whether any of the LiveWire branded EVs will make it to Indian shores. Hero MotoCorp is currently spearheading the Harley-Davidson brand in India with plans of setting up 11 dealerships in 11 cities. We could possibly see LiveWires on our roads if the parent company finds a good enough business case for electric performance motorcycles here in India.