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Thur, 19 Jun 2014

Project Livewire

Harley-Davidson has today revealed its first ever electric motorcycle as it embarks on a global customer feedback project to help shape future plans.

In keeping with the company’s customer-led product development approach, starting next week select consumers across the U.S.A. will be able to ride and provide feedback on the bike, helping to shape the future of Harley-Davidson’s first-ever electric motorcycle.

While not immediately for sale, Project LiveWire is specifically designed for the purposes of getting insight into rider expectations of an electric Harley-Davidson motorcycle.

The Project LiveWire Experience invites customers to test ride, provide feedback and learn more about the story of the motorcycle. A 2014 U.S. tour – kicking off with a journey down Route 66 – will visit more than 30 Harley-Davidson dealerships this year. In 2015, the Project LiveWire Experience will continue in the U.S. and expand into Canada and Europe.

This exciting new ride blends the company’s styling heritage with the latest technology to deliver a new expression of the signature Harley-Davidson look, sound and feel.

“Project LiveWire is more like the first electric guitar – not an electric car,” said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson Motor Company. “It’s an expression of individuality and iconic style that just happens to be electric. Project LiveWire is a bold statement for us as a company and a brand.”

The bike offers a visceral riding experience with tyre-shredding acceleration and an unmistakable new sound.

“The sound is a distinct part of the thrill,” said Richer. “Think fighter jet on an aircraft carrier. Project LiveWire’s unique sound was designed to differentiate it from internal combustion and other electric motorcycles on the market.”

Longer term plans for retail availability of Project LiveWire will be influenced by feedback from riders along the Project Livewire Experience tour.


“We offer a no excuses riding experience in everything we do and we are led by what our customers tell us matters most,” said Richer. “Because electric vehicle technology is evolving rapidly, we are excited to learn more from riders through the Project LiveWire Experience to fully understand the definition of success in this market as the technology continues to evolve.”