Harley-Davidson spins out LiveWire as its own electric motorcycle brand
LiveWire, the first electric motorcycle from Harley-Davidson, will now become its own standalone brand. The Milwaukee-based company announced that it would be spinning out its electric motorcycle division as its own company with a distinct lineup and a tailored retail experience. Harley-Davidson plans to unveil the “first LiveWire branded motorcycle” on July 8th to coincide with the International Motorcycle Show.
It’s a similar move to how Harley-Davidson approached its new electric bicycle company, Serial 1. The idea is that LiveWire continues to benefit from its relationship with its parent company while also forging its own brand identity that is distinct from Harley-Davidson.