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Appealing to younger target markets with electric motorcycles, © 2001–2021 Harley-Davidson

Harley-Davidson was and still is a cult for many motorcyclists. Nevertheless, the American motorbike manufacturer has been suffering from a somewhat dated image and an older, conservative customer base for a number of years. The tradition-heavy company is now trying to appeal to younger target markets and thus establishing a new sub-brand for motorcycles with electric engines. LiveWire, the new brand’s name, hearkens back to Harley-Davidson’s first electric motorcycle, which was presented in conjunction with Japanese electronics corporation Panasonic at the CES technology show in Las Vegas in early 2019. The American motorbike maker is seeking to present the first model badged with the new logo in early July. “By launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the market in EV,” explained Jochen Zeitz, Harley-Davidson’s CEO. LiveWire is intended to establish itself as a brand independent and outside of Harley-Davidson and develop its own identity successfully. The initial focus for new development will be on urban transport. The company is planning to use its existing dealer network and complement it with its own showrooms at selected locations. The new brand will be presented with its own look and feel separate to Harley-Davidson’s traditional “bar and shield” logo.

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