What started as a model name becomes an entire line of electric motorcycles.

By Byron Wilson, motorcyclistonline.com

Harley-Davidson is ramping up its electric motorcycle ambitions with the launch of its LiveWire all-electric brand. By now you’ll know of the model carrying the same name, which ushered in a new streetbike chapter in the history of the iconic V-twin marque. From the brief description offered by H-D marking the announcement, the LiveWire brand will be an even more significant shake-up to how business is done.

Editor’s note: Find out more about The Motor Company’s electric bike in the 2020 Harley-Davidson LiveWire Review MC Commute article and video.

Here’s how Jochen Zeitz, president and CEO of H-D, summed up the company’s ambitions in the 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.”

The brand’s initial focus on expanding its urban market is one notable shift away from the traditional approach, which put a lot of stock in larger, less-than-nimble machines. It also makes sense as current battery life requires close proximity to civilization in most cases.

It will operate as an independent brand, but will utilize floor space within existing Harley dealerships, but there will be more of a digital presence (the meaning of which is as yet undefined). The brand’s headquarters are described as “virtual,” but there will be physical hubs in both California and Milwaukee.

Harley also expresses its commitment to technology sharing to help push the entire industry forward into the EV market.

These plans will make Harley a very interesting brand to watch in the coming years. As will the forthcoming models under the LiveWire banner, the first of which is slated to debut on July 8, 2021.

If you want to stay up-to-date on all the upcoming LiveWire developments, sign up for news alerts at livewire.com.