The American the most known brand Harley Davidson stands for the fascination of motorcycles like no other manufacturer. The worldwide fame of this company came along with the peak of pop culture. Numerous films such as Easy Rider or Terminator were responsible for this. Their spectacular design, the force of their appearance and the roaring engines still make you long for great freedom. Harley Davidson is a brand like no other. But now the manufacturer has taken a spectacular step.
The company has founded its electrical brand. They want to set their scent mark with combustion engines and electric motors and promote the innovation of more environmentally friendly technologies. With this, the manufacturer underpins its claim to leadership in motorcycles. However, this unusual move also marks a break with the history of Harley Davidson. But that doesn’t mean the motorcycle manufacturer becomes quieter in its communication—the first slogan for the first electric motorcycle already proves that.
Heart Racing Instead Of The Roaring Sound
It reads: The loudest thing you will hear is your heart racing. That is how Harley Davidson advertises its LiveWire e-model. So one made a virtue out of necessity. Because when the roaring sound of the engine ceases, you have to come up with something new. Now the racing heart replaced the loud exhaust. That is no longer available on the latest motorcycle. After presenting the electric bike, Harley Davidson took the next step.
The establishment of its brand for electric motorcycles clearly shows that the manufacturer would like to sell more models in the future. The company named its brand after the first model. That was also called LiveWire. That is how you want to lead and define the market. Harley Davidson announced this publicly. The newly developed technology should also flow into the next generations of electric motorcycles. In terms of sales, however, the manufacturer will continue to follow familiar paths in the future. Here one relies on the established network of dealers. But at the same time, they want to create their own exhibition space for their electric motorcycles.
The presentation of the new LiveWire brand took place this in February. Now the step has been taken. However, investors on the stock exchange were not exactly enthusiastic about the plans. The price recently fell by around three per cent. That is no wonder; after all, the LiveWire is not precisely cheap either. It costs significantly more than other models from the brand Harley Davidson. Sales figures for the model are not yet known. The manufacturer has not yet released any figures. Experts assume that there are not too many yet. Because, unlike cars, this market is still in its infancy. The share of the total motorcycles sold is still under half a per cent. But Harley Davidson is currently not discouraged. The motorcycle manufacturer wants to be one step ahead of the trend and is already planning for the future. The future will show whether Harley Davidson can reconcile its glorious past with a lot in electromobility.