This week is the big moment: Harley-Davidson is unveiling Project LiveWire for the first time in Europe at the 72nd EICMA in Milan. (OXFORD (November 4, 2014)
In June 2014, the Motor Company the global public that Harley-Davidson has developed its first electric motorcycle – the LiveWire will now be on display in Milan. From Thursday, November 6, to Sunday, November 9, thousands of European fans will have the opportunity to get a first look at the innovative vehicle at the US brand's stand.
„The Project LiveWire is like the first electric guitar—not like an electric car,“ says Mark-Hans Richer, Senior Vice President and Chief Marketing Officer., Harley-Davidson Motor Company. „It's an expression of individuality and unique style—and it's electric. For our company and our brand, Project LiveWire is a powerful statement.“
The Project LiveWire bikes are designed to gauge customer expectations for an electrically powered Harley-Davidson. As part of the Project LiveWire Experience, the bikes are currently available to customers in the US for test rides. The test ride tour, which began with a trip across the Route 66 began, more than 30 Harley-Davidson dealerships will be visited by the end of the year. In 2015, the Project LiveWire The experience will not only continue in the US, but Canada, Asia, and Europe will also be involved. Long-term plans to bring Project LiveWire bikes to market will depend on the feedback customers provide during the Project LiveWire Experience.
„All of this builds on numerous successes in the recent past – our company has reinvented itself several times over,“ explains Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. „In recent years, we have expanded our customer base in an increasingly diverse world and revamped our product development and manufacturing processes. The result has been fascinating products such as the recently unveiled Project Rushmore machines, the 500 and 750 Street models, and now the new Project LiveWire.“
In addition to Project LiveWire, Harley-Davidson will of course also be presenting its portfolio for 2015 in Milan. This includes the new Road Glide® Special, Street Glide® Special, and Ultra Limited Low models. Fans can also look forward to the brand's latest fashion products, including the „Black Label“ collection for next spring and Performance Riding Jeans.
Another highlight at the booth is the Street Glide, which completed the big „Discover More“ tour this year. The bike rolled through more than 30 countries in Africa, the Middle East, and Europe. At EICMA, fans will learn all about the travel adventure, enjoy videos and pictures, and listen to the stories of the bikers who got to take the handlebars during the four-month trip.
Suitable for „Discover More Tour the experts at Harley-Davidson® Authorized Rentals and Tours will guide customers at the EICMA present the extensive range of trips and rental bikes around the globe. Motorcycles can currently be rented at more than 360 locations worldwide through the Harley-Davidson® Authorized Rentals program. New locations have been added in Mexico and Jamaica. Stations will also be opening in Australia shortly. About Harley-Davidson® Authorized Tours Trips to more than 300 destinations worldwide can be booked – plenty of material for unforgettable experiences.
Harley-Davidson dreams are made of.
Harley-Davidson can be found at booth 4 in hall 2 at the trade fair. Further information about EICMA, which takes place from November 6 to 9 at the New Milan Exhibition Center (Fiera Milano), is available at . Answers to questions about Project LiveWire can be found on the website www.harley-davidson.com/projectlivewire.
Text & image credits: Copyright Harley-Davidson Oxford
