American Motorcycle Dealer AMD 180 July 2014 | Page 64

H-D reveals LiveWire project – the Motor
Company’s first electric bike
HARLEY-Davidson is to dip its toe
into the controversial waters
that are electric motorcycles
with the unveiling of the
'LiveWire' project - a road going
pre-production prototype with
which it intends to gauge and
garner consumer reaction.
The Motor Company intends to tour
dealers along America's historic Route
66, giving riders the chance to test-ride
the 'LiveWire', in an outreach market
research exercise aimed at softeningup dealers and traditional Harley riders
for a brand extension exercise that
could easily come back to haunt the
company if not handled creatively.
The plan is to continue the program
domestically and internationally
through 2015, with no firm
commitment yet being made as to
whether or not the bike will ever make
it to retail at all, or as to what the
eventual specification will be.
By leaving themselves open to
respond to feedback, and allowing the
present concept to put down roots,
Harley-Davidson are being smart, both

in brand management and technology
terms; vehicle e-power, for 2 and 4
wheelers, remains a fast moving and
unstable landscape defined by
compromise.
"America at its best has always
been about reinvention," says Matt
Levatich, H-D President and COO.
"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".
Harley say that in order to gain as
much feedback as possible, interested
parties who do not get the chance to
actually ride the bike can still offer their
opinions through Jumpstart – a
simulated riding experience.
The ride and feedback operation
will begin on Route 66 and visit over
30 Harley dealerships in 2014. The
‘LiveWire Experience’ will then
continue not only in the US, but also
Canada and Europe in 2015.
"This builds on many recent
reinvention successes for Harley-

Rumors coming out of Asia suggest that Harley is eyeing an automatic
transmission technology sharing, licensing or co-development deal with a
Japanese (Honda?) or Chinese manufacturer. Other rumors suggest that
recent acquisitions by Polaris and Erik Buell's stated aim of leveraging his
investment links with Indian PTW giant Hero to get his EBR brand into the ebike game may have accelerated Milwaukee's thinking

As with any prototype that is being beta tested, but especially one in a
sector where technology is still fluid, the specs for the LiveWire are pretty
meaningless at this stage, but as it stands the motor is said to produce
around 55kw/74hp of power, 52 ft lbs of torque, get the bike from 0 - 60
mph in around 4 seconds and deliver a top speed of just over 90mph. As
with all e-bikes though the battery capacity is the weakest link - the present
charge capacity is said to give around 50 mile/80km of mixed-cycle use

Davidson," continued 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, HarleyDavidson Street 500 and 750 models,
and this reveal of Project LiveWire."
In a classic demonstration of
Marketing Rule One, Mark-Hans
Richer, Harley-Davidson Senior VP and
Chief Marketing Officer, addressed the
sound-issue head-on in order to start
the process of heading-off the
complaints that will pour in from
traditionalists and take ownership of a
primary brand differentiator and place

it into a differentiated context.
"The sound is a distinct part of the
thrill," he is quoted as saying. "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.
"We offer a no excuses riding
experience in everything we do and we
are led by what our customers tell us
matters most. Because electric vehicle
technology is evolving rapidly, we are
excite d 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.”
www.h-d.com