Harley-Davidson, Inc. is extending the strategy of the LiveWire electric motorcycle launched in 2019 by applying the name to an all-electric motorcycle brand. The move comes on the heels of H-D’s unveiling in February of its Hardwire five-year strategic plan targeting profitable growth and brand desirability. The first LiveWire-branded motorcycle is scheduled to launch online on July 8th and to premiere at the International Motorcycle Show on July 9th.
Key highlights of the 2021-2025 strategic plan include increased profitability and low double-digit EPS growth through 2025. The plan broadens the view of its customers, inclusive of non-riders, tailoring each step of the journey in new ways and through multiple channels, including enhanced digital touchpoints. It invests in core segments of Touring, large Cruiser, and Trike to strengthen and grow its position, and it expands into Adventure Touring and within the Cruiser segment to unlock untapped volume and margin. Directly related to the new LiveWire announcement, the plan strengthens the company’s commitment to “electric” with the creation of a dedicated division focused exclusively on leading the future of electric motorcycles.
“One of the six pillars of The Hardwire Strategy is to lead in electric,” said Jochen Zeitz, Chairman, President & CEO of Harley-Davidson. “By launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the market in EV. LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future.”
With LiveWire, Harley-Davidson aims to capitalize on a decade of learnings in the EV sector with an initial focus on the urban market. The new brand will be headquartered virtually, with initial hubs in Silicon Valley in California at LiveWire Labs and in Milwaukee, WI. It will work with participating dealers from the Harley-Davidson network as an independent brand and operate dedicated EV showrooms in select locations, starting in California.
Plans call for the new brand to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities—while cooperating and sharing technological advancements to ensure industry-leading applications in their respective core segments.
The new brand has a solid electric foundation to build upon. The first all-electric Harley motorcycle called LiveWire was launched in 2019 as a high-performance experience infused with a new level of technology for a Harley-Davidson product—and more of that can be expected of the new brand.
At the time, Harley promised that was the first model in a broad portfolio of electric two-wheelers designed to establish it as the leader in the electrification of motorcycles. It debuted in 2019 with an MSRP of $29,799 in the U.S., Canada, and most European countries in which Harley-Davidson conducts business, with expanding global availability through 2021.
The bike’s H-D Revelation all-electric powertrain requires no clutching or gear shifting, has an optimized center of gravity, rigid aluminum frame, and premium adjustable suspension components for dynamic handling.
As with most electric vehicles, no gear shifting greatly simplifies operation for new riders, and the braking effect of the power regeneration mode that adds charge to the battery, especially in urban traffic, will aid slow-rolling and stop-and-go riding. Unlike the typical Harley experience, the electric powertrain produces minimal vibration, very little heat, and minimal noise—all of which enhance rider comfort. However, the electric motor is engineered to produce a subtle pulsing of torque, a heartbeat sensation designed to let the rider know the bike has come to life and is ready to ride like a typical Harley. The pulsing ceases when the motorcycle begins to move, and it resumes when the motorcycle comes to a stop.
Convenience is a big selling point of electric power because many of the routine maintenance items required of a motorcycle powered by an internal combustion engine are eliminated. There’s no engine oil to change, and no spark plugs, air filter or primary drive to service. Electric power also eliminates maintenance issues associated with ethanol-blend gasoline and off-season storage. The LiveWire motorcycle does require inspection or service of some mechanical and consumable items, such as the drive belt tension, gearbox oil, brake fluid and brake pads, and tires, at recommended intervals and pre-ride. The high-voltage battery has a five-year, unlimited-mileage warranty.
The instant torque of the H-D Revelation powertrain delivers exhilarating acceleration from 0 to 60 mph (0 to 100 km/h) in 3.0 s and 60 to 80 mph (100 to 130 km/h) in 1.9 s—with performance and range optimized for the urban rider.
The high-voltage battery provides 146 mi (235 km) of city range or 95 mi (152 km) of combined stop-and-go and highway range as measured using the MIC City and MIC Combined tests. The bike gets 98 mi (158 km) on the WMTC (World Motorcycle Test Cycle). DC fast charge technology provides a 0-80% of battery charge in 40 min and 0-100% charge in 60 min.
Harley-Davidson has committed to lead in the electrification of motorcycling and the creation of a strong network of charging stations globally is part of that commitment. It is focused on providing ample opportunities for riders to charge their motorcycles at home, authorized Harley-Davidson dealerships, and other convenient places.
Premium high-performance chassis partners include Showa, which provides its BFRC (Balanced Free Rear Cushion-lite) mono-shock adjustable rear suspension and SFF-BP (Separate Function front Fork-Big Piston) adjustable front suspension that delivers exceptional low-speed damping control needed in typical urban riding conditions. Brembo Monoblock front brake calipers grip dual 300-mm-diameter rotors. The co-branded H-D/Michelin Scorcher Sport tires—180 mm rear and 120 mm front widths—are designed specifically for the LiveWire.
Another important part of the motorcycle is a suite of electronic rider aids and interfaces for a completely connected experience.
The RDRS (Reflex Defensive Rider Systems) use C-ABS and C-TCS (cornering enhanced anti-lock braking and traction control systems) and DSCS (drag-torque slip control system) to give the rider more confidence and control in less-than-ideal situations.
A 4.3-in touchscreen located above the handlebar features color TFT (thin-film-transistor) liquid-crystal display technology for high image quality and contrast that’s intended to be bright and easy to read. The display is tilt-adjustable for an optimal viewing angle and the screen brightness adjusts automatically. The touchscreen functions only when the motorcycle is not moving, but many of the display options can be changed using the hand control joysticks while riding. The display can be customized with several rider-selectable widgets.
Seven selectable ride modes electronically control the motorcycle’s performance characteristics and the level of electronic intervention. Four of the modes are pre-programmed (Sport, Road, Range, and Rain) and three are customizable. Each mode consists of a specific combination of power (which dictates the maximum rate of acceleration), regeneration (felt as a braking effect when off-throttle), throttle response, and traction control settings. The rider can change ride modes at any time while riding the motorcycle or when stopped.
H-D Connect transmits key vehicle health information through the H-D App and provides the owner with the ability to remotely monitor their motorcycle’s security including tamper alerts on the H-D App and stolen vehicle assistance. The system uses a cellular telematics control unit that functions as an LTE-enabled modem connecting LiveWire motorcycles to the cloud. The service will be offered for a one-year free trial period and available with a subscription charge following the initial free period.
The LiveWire model is a design foundation for coming electric vehicles that follows a key Harley-Davidson styling dictum of a focus on the motor—or propulsion system. The cast-aluminum case for the high-voltage battery has been deliberately, highly styled with functional cooling fins that suggest the horizontal cooling fins on an air-cooled engine. LEDs are used for signal, brake, tail, and headlamps—the last a Daymaker type to illuminate the road with brilliant light. The bike’s paint finish, made to look like anodized metal, is available in two exclusive colors: Yellow Fuse and Orange Fuse. Vivid Black is also available.
For more information on LiveWire, visit livewire.com.
