Harley-Davidson Reveals Electric Motorcycle

Project Livewire Invites Consumers To Shape The New Bike

H-D Project LiveWire

Today, after months of rumors and speculation, Harley-Davidson revealed its Project LiveWire – the first Harley-Davidson®electric motorcycle.

In keeping with the company’s customer-led product development approach (first started with the Rushmore bikes last year), Harley plans to allow consumers across the country to ride and provide feedback on the bike, thus helping to shape the future of Milwaukee's first-ever electric motorcycle. The process will begin next week.

Hold on, though -- it's not for sale just yet. Project LiveWire is specifically designed for the purpose of getting insight into rider expectations of an electric Harley-Davidson motorcycle. “America at its best has always been about reinvention,” said Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. “And, like America, Harley-Davidson has reinvented itself many times, with customers leading every step of the way. Project LiveWire is another customer-led moment in our history.”

Spurred by this heritage, says Harley, the Project LiveWire Experience will invite customers to test ride, provide feedback and learn more about the motorcycle. Even those who don’t yet ride will have the opportunity to feel the power of Project LiveWire through Jumpstart – a simulated riding experience. A 2014 U.S. tour – kicking off with a journey down Route 66 – will visit more than 30 Harley-Davidson dealerships now through the end of the year. In 2015, the Project LiveWire Experience will continue in the U.S. and expand into Canada and Europe.

“This builds on many recent reinvention successes for Harley-Davidson.” said Levatich. “In just the last few years, we’ve broadened our reach to serve an increasingly diverse society, as well as reinvented our approach to product development and manufacturing. This has resulted in cutting-edge products like the recently launched Project Rushmore touring bikes, Harley-Davidson Street models and this reveal of Project LiveWire.”

Innovative, Or Inevitable? According to Harley, "this new ride blends the company's styling heritage with the latest technology to deliver a new expression of the signature Harley-Davidson look, sound and feel," though we'd argue that there's very little of the company's signature design cues to be found on LiveWire -- or at least, this initial version of it.

“Project LiveWire is more like the first electric guitar – not an electric car,” said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson Motor Company. “It’s an expression of individuality and iconic style that just happens to be electric.Project LiveWire is a bold statement for us as a company and a brand.”

The bike is said to offer a visceral riding experience with impressive acceleration and a distinct new sound. “The sound is a distinct part of the thrill,” said Richer. “Project LiveWire’s unique sound was designed to differentiate it from internal combustion and other electric motorcycles on the market.”

Longer term plans for retail availability of Project LiveWire will be influenced by feedback from riders along the Project LiveWire Experience tour. “Because electric vehicle technology is evolving rapidly, we are excited to learn more from riders through the Project LiveWire Experience to fully understand the definition of success in this market as the technology continues to evolve, ” said Richer.

As riding in the great outdoors is one of the best elements of motorcycling, sustainability remains a core strategic focus at Harley-Davidson. “Preserving the riding environment is important to all of us,” said Levatich. “Project LiveWire is just one element in our efforts to preserve and renew the freedom to ride for generations to come."

Fans can learn more about Project LiveWire, as well as specific dates and locations for Project LiveWire Experience stops at projectlivewire.com. Harley-Davidson also invites anyone who is interested in the possibilities of the future to follow and engage with the company on its social media channels, including Facebook, Twitter and Instagram.