Harley-Davidson goes electric!

Harley-Davidson, the epitome of petrol power on two wheels, has taken the covers off its first electric motorcycle. Yes, electric – you read it right. The 111-year-old heavyweight custom, cruiser and touring motorcycle manufacturer is thinking green!

Starting next week, select consumers in the USA will be able to ride and provide feedback on Project Livewire – the e-bike that will help shape the future of Harley-Davidson’s first-ever electric motorcycle. While not for sale, Project LiveWire is designed to obtain rider expectations of an electric Harley.

“America at its best has always been about reinvention,” said Matt Levatich, president and chief operating officer, Harley-Davidson Motor Company. “Project LiveWire is another exciting, customer-led moment in our history.”

A 2014 US tour – kicking off with a journey down Route 66 – will visit more than 30 Harley dealerships now through the end of the year. In 2015, the Project LiveWire Experience will continue in the US and expand into Canada and Europe.

“This builds on many recent reinvention successes for Harley-Davidson.” said Levatich. “In just the last few years, we’ve broadened our reach to serve an increasingly diverse society, as well as reinvented our approach to product development and manufacturing. This has resulted in cutting-edge products like the recently launched Project Rushmore touring bikes, Harley-Davidson Street 500 and 750 models and this reveal of Project LiveWire.”

“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. “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.”

However, Harley’s electric experiment is not silent like most electric vehicles. It promises ‘tyre-shredding acceleration and an unmistakable new sound’, says the company. “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.”

“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.”