Harley-Davidson names LiveWire its official brand of electric bikes

Back in 2019, Harley-Davidson published the LiveWire, his first fully electric motorcycle. He now plans to use the name LiveWire to launch a all electric motorcycle brand. LiveWire will announce its first EV on July 8, with a screening at the International Motorcycle Show to follow a day later. Harley-Davidson didn’t provide many clues as to what to expect from the first LiveWire-branded motorcycle, but noted that it will initially focus on those designed for urban use.

Harley-Davidson too was talking a little bit about its distribution strategy for LiveWire. The company will operate dedicated LiveWire showrooms, the first to open in California. Additionally, some existing Harley-Davidson dealers will carry LiveWire motorcycles, but it doesn’t seem like you find them everywhere. As you guessed, the two will also work closely together in other ways. “LiveWire expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities,” said Harley-Davidson. Of course, this isn’t the first time that Harley-Davidson has split one of its EV projects into a separate brand. The company markets and sells electric bicycles under a brand known as Series 1.

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