This week the time has come: At the 72nd EICMA in Milan, Harley-Davidson is unveiling Project LiveWire for the first time in Europe. (OXFORD (November 4, 2014)
In June 2014, the Motor Company the world that Harley-Davidson had developed its first electric motorcycle - now the LiveWire will be on display in Milan. From Thursday 6th to Sunday 9th November, thousands of European fans will take the opportunity to take a first look at the innovative vehicle at the US brand's stand.
“ 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. Project LiveWire is a strong statement for our company and our brand.”
The Project LiveWire bikes are designed to explore what customers expect from an electric-powered Harley-Davidson. As part of the Project LiveWire Experience, the machines are currently available to customers in the USA for test drives. The test drive tour, which began with a trip along Route 66 , will visit more than 30 Harley-Davidson dealer locations by the end of the year. In 2015, the Project LiveWire Experience will not only continue in the USA, Canada, Asia and Europe will also be involved. Long-term plans to put Project LiveWire bikes on sale depend on the feedback customers provide during the Project LiveWire Experience.
“This all builds on numerous recent successes that have helped our company reinvent itself multiple times,” said 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 reorganized our product development and manufacturing processes. The results have 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 present its 2015 portfolio in Milan. These include the new models Road Glide Special, Street Glide Special and Ultra Limited Low. Fans can also look forward to the brand’s latest fashion products – including the “Black Label” collection for next spring and the Performance Riding Jeans.
One of the highlights at the stand is the Street Glide, which completed the big “Discover More” tour this year. The plane rolled through more than 30 countries in Africa, the Middle East and Europe. At EICMA, fans will learn everything about the travel adventure, enjoy the videos and pictures and listen to the stories of the bikers who were able to get their hands on the handlebars during the four-month trip.
In keeping with the “Discover More” tour, present the extensive range of trips and rental bikes around the globe to customers at EICMA The Harley-Davidson® Authorized Rentals program currently offers motorcycle rentals in more than 360 locations worldwide. New locations have been added in Mexico and Jamaica. Stations in Australia will also be opening shortly. Through Harley-Davidson® Authorized Tours, trips to more than 300 destinations worldwide can be booked - a lot of material from which unforgettable
Harley-Davidson dreams are made.
At the trade fair you can find Harley-Davidson at Stand 4 in Hall 2. Further information about EICMA, which takes place from November 6th to 9th on the grounds of the New Milan Exhibition Center (Fiera Milano), can be found at . The website www.harley-davidson.com/projectlivewire offers answers to questions about Project LiveWire.
Text & Image Credits: Copyright Harley-Davidson Oxford
