Rebels with an eco cause
Harley-Davidson’s electric bike leads new strategy
SMALLER bikes, electric engines and urban storefronts: Harley-Davidson, we hardly knew you.
The Milwaukee-based company, facing dwindling sales in its home market, said on Monday it hopes to broaden its appeal and invigorate sales with new products, which next year will include LiveWire, its first electric motorcycle.
Harley-Davidson, known for its car-alarm triggering engine rumble, said LiveWire will have no clutch and no gears, with the goal of making riding accessible to more people.
Harley-Davidson Australia and New Zealand Motor Company managing director Paul Skarie confirmed in May that the rollout plan for the 2019 electric motorcycle was being worked out now.
“We can confirm that Project LiveWire will be in the retail space next year,” he said.
“Australia and New Zealand is a similar market to the US in many respects and unique as well, and many customers would love to have that bike sooner, rather than later.”
The new products and strategic initiatives come as Harley-Davidson finds itself in the spotlight.
It’s dealing with declining sales and an ageing riding population amid criticism from US President Donald Trump for the company’s decision to move production of motorcycles sold in Europe overseas to avoid retaliatory tariffs the EU is imposing on American exports.
“Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding,” Harley-Davidson CEO Matt Levatich said in a statement. Harley-Davidson will also open smaller storefronts in urban areas to broaden its appeal. And with sales rising in Asia and India, it said it’s developing smaller 250cc to 500cc bikes to make them more accessible in those regions.
The company said LiveWire will be followed by more “twist and go” electric two-wheelers over the next few years that will be lighter and smaller. But the company has no plans to pull back on manufacturing its big bikes, and its new products will include more technologyadvanced Touring and Cruiser motorcycles as well.
In all, Harley-Davidson said it plans to release 100 new motorcycles over the next 10 years. During that time, the company also wants to gain 2 million new riders.
US sales slid 6.4 per cent in the most recent quarter. Sales in Canada fell 0.5 per cent over the past three months, and are down 4.9 per cent over the past six months. At the same time, riders are getting older.