Harley-Davidson Prepares for the Future with New Products, Image
Amid changing demographics, Harley has progressive plans to keep its iconic bikes revving & rolling long into the future.
Harley-Davidson has experienced a lot over its long life: two world wars, ownership by AMF, and, of course, celebrations of American pride in places like Daytona and Sturgis. Through it all, the beloved motorcycle company from Wisconsin has come to stand for all things freedom, from the roar of its V-Twins to the leather vests worn by the toughest of bikers.
But times do change, and those who fail to adapt land in the ditch of history. Harley-Davidson realizes this, and the enduring company is confident that it will keep its iconic motorcycles rolling on well into the next century and beyond. And now, The Washington Post reports that the company is going on an ambitious project to “broaden its appeal and invigorate sales with new products.”
And one of those products, of which there will be 100 over the next decade, is truly ambitious: the LiveWire. Arriving in 2019, the LiveWire will be Harley-Davidson’s first electric motorcycle. Instead of the famed rumble of American freedom, the clutchless, gearless sportbike will traverse the highways (with charging stations) in silence. The goal with the LiveWire and similar planned “twist and go” motorcycles is to attract a new audience through democratization of the motorcycle.
Another piece of the puzzle involves Harley bringing the brand’s experience from the outskirts of town to the urban core of the city with smaller storefronts featuring both motorcycles like the LiveWire, and traditional offerings like the Softail and Fat Boy. Per Harley-Davidson CEO Matt Levatich, the plan will allow the company to lead “the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.”
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