harley-davidson livewire subbrand

Harley-Davidson LiveWire is the company’s first fully electric motorcycle that made its debut back in 2018. But now, the American brand has decided to use this moniker not just for the electric two-wheeler but for an entire firm. Yes, that’s correct. LiveWire is now Harley-Davidson’s sub-brand which is purely dedicated to building and developing electric motorcycles.

Harley-Davidson has launched its all-electric sub-brand called the LiveWire, which it says will redefine “electric, delivering the best experience for the urban rider.” LiveWire will have hubs in Silicon Valley, California and Milwaukee, Wisconsin with virtual headquarters. It will initially focus on the urban electric mobility market. The company is expected to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities.

LiveWire Company Logo

Jochen Zeitz, chairman, president and CEO of 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.”

As per the available info, LiveWire’s first electric motorcycle is scheduled to launch on July 8, 2021, and will be showcased at the International Motorcycle Show soon after. No other details about the EV are known at the moment.