Harley-Davidson has launched LiveWire as its own brand of electric motorcycles. The first LiveWire model will be unveiled on July 8.
LiveWire's spin-off as a dedicated electric motorcycle brand was one of the foundations of Harley's Hardwire plan. As a separate division, LiveWire will have full autonomy over the development of EV propulsion, completely separate from Harley's internal combustion engines.
"One of the six pillars of The Hardwire Strategy is to be at the forefront of electric propulsion. By launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the electric vehicle market," said Jochen Zeitz, Harley-Davidson Chairman, President and CEO.
“With a mission to be the world's most sought-after electric motorcycle brand, LiveWire will be a pioneer in the future of motorcycling, in pursuit of urban adventures and beyond. LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future. ”
According to Harley-Davidson, the LiveWire spin-off should allow for more flexible decision-making and execution, as well as potential outside partnerships for future developments.
LiveWire will be able to independently develop EV technology, but still benefit from Harley-Davidson's engineering, manufacturing, supply chain and logistics infrastructure.