Harley-Davidson is launching an electric motorcycle brand, the U.S. firm announced Monday.
The all-electric LiveWire brand marked a move to "lead and define the market" in electric vehicles, Harley-Davidson Chief Executive Jochen Zeitz said in a press release.
The LiveWire designation comes from Harley-Davidson's first electric motorcycle, which was unveiled in 2019 at the CES tech show in Las Vegas. It was a partnership with Japanese electronics firm Panasonic.
Now, Harley-Davidson is announcing a new premiere of the LiveWire brand on July 8 and the launch of its first branded motorcycle at the International Motorcycle Show on July 9. Further details have yet to be released.
Harley-Davidson has struggled for years with its old-fashioned image and a core clientele of older conservative customers.
The company is trying to appeal to younger demographics with electric motorcycles and more modern products.
Recently, the business has seen a significant improvement. In the last quarter, profit rose by more than 270% year on year to $259 million. Sales increased by 10% to $1.4 billion.
Please click to read our informative text prepared pursuant to the Law on the Protection of Personal Data No. 6698 and to get information about the cookies used on our website in accordance with the relevant legislation.
6698 sayılı Kişisel Verilerin Korunması Kanunu uyarınca hazırlanmış aydınlatma metnimizi okumak ve sitemizde ilgili mevzuata uygun olarak kullanılan çerezlerle ilgili bilgi almak için lütfen tıklayınız.