Harley-Davidson, the iconic American motorcycle manufacturer, is in the process of transitioning to become fully electric. This news was confirmed by the company’s CEO and Chairman, Jochen Zeitz, in a recent interview with design publication Dezeen.
The company has been slowly but steadily moving towards electrification in recent years, with the launch of the LiveWire in 2019 as their first production electric bike. However, the high price tag of $30,000 for the LiveWire deterred many buyers. But, as technology in various sectors has shown, early pricing for new technologies is often high but tends to fall over time. In 2021, the LiveWire ONE was launched with a starting MSRP of $21,999, a significant discount from the original LiveWire.
In early 2022, Harley announced plans to spin off LiveWire into its own independent brand and take it public through a special purpose acquisitions merger. The company also revealed plans for its future electric product lines, including the S2 Del Mar and S3 lightweight machines in collaboration with KYMCO, and the S4 electric line for heavyweight bikes.
In his interview, Zeitz emphasized that the transition to electric will not happen overnight and did not offer a goal year for the company’s full electrification. He stated, “At some point in time, Harley Davidson will be all-electric. But that’s a long-term transition that needs to happen. It’s not something you do overnight.” He went on to say that the company wants to honor its past while also evolving from it and that electrification is a “natural evolution that needed to happen.”
In addition to expanding its electric product line, Harley-Davidson is also focusing on expanding its apparel lines to attract new customers who may not have ridden a motorcycle before. The company is looking to evolve and stay relevant to the changing market and consumer preferences.
Overall, it’s clear that Harley-Davidson is committed to its transition to electric and is taking the necessary steps to ensure a successful and smooth transition. As the CEO said, it’s a long-term process, but it’s one that the company is actively undertaking.
