THE „PROJECT LIVEWIRE“,
THE FIRST ELECTRICALLY POWERED HARLEY-DAVIDSON
Harley-Davidson invites motorcyclists to ride the bike, give their opinion and help shape the future of the project
NEW YORK (June 20, 2014) - Innovation meets history today as 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 give Harley-Davidson their feedback to help shape the future of the first electric-powered Harley.
The Project LiveWire bikes are not yet available for purchase, but are designed to gauge customer expectations of an electrically powered Harley-Davidson.
„America has always been good at reinventing itself,“ commented Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. „And like our country, Harley-Davidson has a long history of reinventing itself as customers have accompanied us along the way. So Project LiveWire defines a new, exciting and customer-inspired moment in our history.“
Inspired by this history, the „Project LiveWire Experience“ invites customers to test ride the bike, give Harley-Davidson their feedback and immerse themselves in the history of the motorcycle. Even those who do not yet have a motorcycle license will have the opportunity to feel the power of the Project LiveWire on the Jumpstart, an authentic riding simulator.
The 2014 test ride tour, which begins with a trip along Route 66, will visit more than 30 Harley-Davidson dealerships by the end of the year. In 2015, the Project LiveWire Experience will continue not only in the USA, but also in Canada and Europe.
„This all builds on several recent successes - our company has reinvented itself several times over,“ continues Levatich. „Over the past few years, we have expanded our customer base in an increasingly colorful world and repositioned our product development and manufacturing processes. The result has been fascinating products such as the machines of the recently presented Project Rushmore, the 500 and 750 Street models and now the new Project LiveWire.“
An innovative approach to expanding individual freedom
The exciting new vehicles represent the synthesis of the company's styling history and state-of-the-art technology. They are a completely new expression of the unique look, sound and feel for which Harley-Davidson is renowned.
„The 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'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 new bike guarantees an impressive riding experience with extremely powerful acceleration and an unmistakable 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 the Project LiveWire distinguishes our bike from all other machines on the market that are powered by combustion engines or electric motors.“
Long-term plans to put Project LiveWire bikes on sale will depend on the feedback customers provide at the Project Livewire Experience.
„With this machine, we offer a unique riding experience 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 very excited to learn more from our customers in the Project LiveWire Experience to better understand the success factors in this market segment.“
Preserving the freedom of motorcycling for future generations
Enjoying the countryside on a motorcycle is one of the most beautiful experiences you can have in nature. Harley-Davidson therefore also places a strategic focus on sustainability.
„Preserving the environment we experience on a motorcycle is important to all of us,“ explains Levatich. „Project LiveWire is part of our efforts to preserve and reshape the freedom of motorcycling for future generations. As a company with 111 years of success in the market, we are also thinking big picture about the environmental conditions of motorcycling over 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.
Harley-Davidson is also looking forward to engaging with people interested in options for the future on social media channels such as Facebook, Twitter and Instagram.
Text / Video & Picture: Copyright Harley-Davidson Milwaukee June 20, 2014
