Harley-Davidson has announced the launch of LiveWire as an all-electric motorcycle brand. A well-known manufacturer characterizes a new brand as follows:
LiveWire is more than a motorcycle. LiveWire plans to reimagine the concept of an electric vehicle to provide maximum comfort for the urban rider with personality and soul. LiveWire creates a unique connection between driver and vehicle. Today begins the next chapter on the LiveWire journey.
The launch of the first LiveWire-branded motorcycle is scheduled for July 8, 2021. It will also be shown at the International Motorcycle Show on July 9, 2021.
Interestingly, the brand’s headquarters will be virtual, but since launch, LiveWire will work with Harley-Davidson dealers as an independent brand. The plan is to “blend digital and physical retail formats” as part of an “innovative go-to-market model”.
Recall that the name LiveWare bore the first electric motorcycle Harley-Davidson, presented in 2019.
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