Pairing innovation with the brand’s rich heritage, Harley-Davidson is set to work with consumers from across the U.S. who will provide insight on rider expectations from the project, ultimately shaping the future of Harley-Davidson’s first-ever electric motorcycle.
“America at its best has always been about reinvention,” said Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. “And, like America, Harley-Davidson has reinvented itself many times in our history, with customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history.”
Spurred by this heritage, the Project LiveWire Experience will invite select customers to learn more about the initiative and test ride the electric motorcycle. A cross section of riders will lead feedback, alongside non-riders who will have the opportunity to trial the new technology through a JumpStart™ simulated rider experience.
A 2014 U.S. Project LiveWire Experience tour – kicking off this month with a journey along Route 66 – will see the initiative visit more than 30 Authorised Harley-Davidson Dealerships. In 2015, the Project LiveWire Experience will continue in the U.S. and expand into other regions.
“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.”
Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson Motor Company commented, “Project LiveWire is more like the first electric guitar – not an electric car. 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.”
Blending Harley-Davidson’s styling pedigree with the latest technology, the exciting new motorcycle will offer a dynamic riding experience with instantaneous 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.”
Whilst not immediately for sale, longer term plans for retail availability of Project LiveWire will be influenced by feedback from consumers involved in the Project LiveWire Experience.
“We offer a no excuses riding experience in everything we do and we are led by what our customers tell us matters most,” continued 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.”
With sustainability remaining a core strategic focus for the brand, Harley-Davidson is aiming to ensure that the freedom of the open road – and riding in the great outdoors – is retained in the future.
“Preserving the riding environment is important to all of us,” said Levatich. “Project LiveWire is just one element in our efforts to preserve and renew the freedom to ride for generations to come. As a company that has seen success for 111 years, we think in generational terms about our great riding environments for the next 111 years.”