Project LiveWire – Production News
As the newest CEO of Harley Davidson Matt Levatich has heard one question come up again and again during his fresh tenure as the man in charge of the American motorcycle company. “When will the LiveWire hit production?” On that subject, Levatich is clear with his response, the LiveWire electric motorcycle is still a few years away from hitting production.
That’s not to say that the company isn’t going to development the bike for the future. The biggest impediment to its progress has been battery technology. The LiveWire is still in its development stage and unless something miraculous happens in battery technology, don’t sit by the window watch for the whistle of the electric to roll by. (We find this argument to be either arrogant or short sighted. Since there are several electric motorcycle manufacturers producing bikes, to include Polaris/Victory battery technology is certainly at the every day riding level.)
Right now, Levatich is more concerned with refreshing Harley’s image, especially to the younger generation who have been predisposed to think that the company only caters to a specific segment of the motorcycle community. (Again this seems rather counterproductive. That generation embraces the electric vehicle, and HD already outsells its rivals in the youth, female, and other key demographics.)
With a new generation of riders waiting in the wings to get into the saddle of their first bikes, the company is now looking at more ways to get a piece of that pie. Bikes like the Street models have helped in that regard, dispelling the stereotype of the company as a bike meant for grizzled riders. The LiveWire could also have the same effect, if and when the company decides to release it.
That’s the crossroads Harley-Davidson is at right now. With the above comments it makes you wonder if HD hired the right CEO. It needs to be more proactive in separating the segments it needs to expand and which ones it can do without.
The electric bike segment that the LiveWire will eventually be a part of that first group. When that will be is something only Levatich has an answer to. At this moment it seems that Project LiveWire is a ways off.
