Popular American bike manufacturer Harley Davidson, in a bid to establish itself in the emerging electric bike market, announced its new electric bike brand ‘LiveWire’. Harley Davidson had introduced its first-ever electric bike named ‘LiveWire’ in 2019 and till now, has used the ‘LiveWire’ brand name only for its high-end performance electric bike.
For the line-up of all-electric bikes, the nameplate will now be used as an independent brand.
The launch of the first electric bike under the LiveWire brand is slated for 8 July 2021. It will be premiered at the International Motorcycle Show on 9 July 2021.
The brand will initially be headquartered virtually, Harley Davidson stated, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI. Also, the brand will priorly target the urban market only.
‘Redefining electric to deliver the best experience to urban riders’ is the aim of the company. Livewire will work as an independent brand with its participating dealers from the Harley Davidson network. A blend of digital and physical market space will be used for selling these bikes.
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In the USA, mainly California dedicated LiveWire EV showrooms will be coming up at selected locations. Harley Davidson’s manufacturing engineering expertise, and other infrastructure equipped as a brand will be leveraged by LiveWire. LiveWire will also invest in electric vehicle development.