Harley-Davidson, Inc. announced the launch of LiveWire as an all-electric motorcycle brand. LiveWire is more than a motorcycle. LiveWire plans to redefine electric, delivering the best experience for the urban rider, with personality and soul. LiveWire creates a unique connection between rider and vehicle. Today, the next chapter in the LiveWire journey begins. The first LiveWire branded motorcycle is scheduled to launch on July 8, 2021 and to premiere at the International Motorcycle Show on July 9, 2021. Unique lineage: LiveWire draws on its DNA as an agile disruptor from the lineage of Harley-Davidson, capitalizing on a decade of learnings in the EV sector and the heritage of the most desirable motorcycle brand in the world. Motorcycles + beyond: with an initial focus on the urban market, LiveWire will pioneer the electric motorcycle space, and beyond. Virtual HQ: innovating by design and attracting talent, LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI. Marketplace: from launch, LiveWire will work with participating dealers from the Harley-Davidson network as an independent brand. An innovative go-to-market model will blend digital and physical retail formats, tailoring the experience to the local market and allowing customers to discover LiveWire on their own terms. Dedicated showroom: seizing the opportunity to lead in EV and innovating across the customer journey, LiveWire will operate dedicated EV showrooms in select locations, starting in California. Here customers will be able to experience the LiveWire brand in an immersive and innovative way. Technology focus: with a dedicated focus on EV, LiveWire plans to develop the technology of the future and to invest in the capabilities needed to lead the transformation of motorcycling. LiveWire expects to benefit from Harley-Davidson's engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities. Technology sharing: Harley-Davidson and LiveWire intend to cooperate and share their technological advancements to ensure an industry leading application in their respective core segments.
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The Company operates in three segments: Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). HDMC designs, manufactures and sells Harley-Davidson motorcycles. HDMC also sells motorcycle parts, accessories, and apparel as well as licenses its trademarks. LiveWire segment sells electric motorcycles, electric balance bikes for kids, parts and accessories and apparel in the United States and certain international markets. HDMC conducts business on a global basis, with sales in the United States, Canada, Europe/Middle East/Africa (EMEA), Asia Pacific, and Latin America. HDMC's products are sold to retail customers primarily through a network of independent dealers. HDMC also distributes its motorcycles through an independent distributor in India. HDMC offers internal combustion engine motorcycles under the Harley-Davidson brand.