THE “PROJECT LIVEWIRE”
THE FIRST ELECTRICALLY POWERED HARLEY-DAVIDSON
Harley-Davidson invites motorcyclists to ride the bike, express their opinions and help shape the future of the project
NEW YORK (June 20, 2014) – Innovation meets history: Today, Harley-Davidson (NYSE:HOG) unveils “Project LiveWire” – the first electric-powered Harley-Davidson.
In keeping with the customer-inspired development process, starting next week, select customers in the U.S. will have the opportunity to ride the new machine and provide Harley-Davidson with their feedback to help shape the future of the first electric-powered Harley.
The Project LiveWire bikes are not yet available for purchase; rather, they are designed to determine what customers expect from an electric-powered Harley-Davidson.
“America has always been good at reinventing itself,” said Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. “And like our country, Harley-Davidson has reinvented itself throughout its long history as customers have accompanied us along the way. “In this way, Project LiveWire defines a new, exciting and customer-inspired moment in our history.”
Inspired by this history, the “Project LiveWire Experience” invites customers to take test rides on the machine, give Harley-Davidson their feedback and immerse themselves in the history of the motorcycle. Even those who don't yet have a motorcycle license will have the opportunity to feel the power of Project LiveWire on Jumpstart, an authentic driving simulator.
The 2014 Test Drive Tour, which begins 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 and Europe will also be involved.
“All of this builds on several successes in the recent past - our company has reinvented itself several times with them,” continued Levatich. “In recent years, we have expanded our customer base in an increasingly diverse world and reorganized 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.”
An innovative approach to expanding individual freedoms
The exciting new vehicles represent the synthesis of the company's styling history and cutting-edge technology. They represent an entirely new expression of the unique look, sound and feel that Harley-Davidson is known for.
“Project LiveWire is like the first electric guitar – not an electric car,” says Mark-Hans Richer, senior vice president and chief marketing officer, Harley-Davidson Motor Company. “It is the expression of individuality and unique style and it is electric. Project LiveWire is a strong statement for our company and our brand.”
The new bike guarantees an impressive riding experience with extremely powerful acceleration and a distinctive, new sound.
“The sound is a clear part of the thrill,” promises Richer. “It evokes associations with fighter jets on aircraft carriers. This unique sound of Project LiveWire distinguishes our bike from all other combustion or electric motor powered machines on the market.”
Long-term plans to put Project LiveWire bikes on sale depend on the feedback customers provide at the Project Livewire Experience.
“With this machine we offer a driving experience that is unique in every respect. “But our focus is on what our customers think is important,” explains Richer. “Electric drive technology is evolving very quickly and we are extremely excited to learn more from our customers in the Project LiveWire Experience in order to better assess the success factors in this market segment.”
Preserving the freedom of motorcycling for future generations
. Enjoying a landscape on a motorbike is one of the most beautiful experiences you can have in nature. Harley-Davidson also places a strategic focus on sustainability.
“Preserving the environment we experience on motorcycles is important to all of us,” explains Levatich. “Project LiveWire is one of our efforts to preserve and reshape the freedom of motorcycling for future generations. As a company that has been successfully represented on the market for 111 years, we are also thinking about the ecological conditions of motorcycling in the next 111 years.”
Fans interested in learning more about Project LiveWire and when and where to find the Project LiveWire Experience can visit projectlivewire.com on the web.
Harley-Davidson also looks forward to engaging with people interested in future options on social media channels such as Facebook, Twitter and Instagram.
Text / Video & Image: Copyright Harley-Davidson Milwaukee June 20, 2014
