Harley-Davidson announced the formation of “LiveWire,” it’s all-electric brand.
The LiveWire motorcycles will be sold through dedicated dealerships that will initially open in California before spreading nationwide with a focus on urban markets.
Harley-Davidson said that the first product released under the new LiveWire brand will be launched later this summer on July 8.
Harley-Davidson CEO Jochen Zeitz summed up the company’s ambitions in a press release:
“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.”