MoCo Kicks Off 2019 Ready to Ride into the Future

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Harley-Davidson LiveWire

Despite a nasty tumble on the stock market, Harley-Davidson believes its electric motorcycles will turn it all around.

The last year has been a bit rough for Harley-Davidson, to say the least. From tariff wars to an aging ridership with few younger riders rolling in, the MoCo has had to ride around a few bad spots on the road, nothing it hasn’t done before.

There’s another rough patch coming up, though. According to Yahoo Finance, the MoCo stumbled on the stock market last week after it revealed its Q4 2018 earnings missed the mark, as well as pushing a cautiously optimistic outlook for 2019.

Harley-Davidson Electric Concept 1

Per Yahoo Finance, Harley CEO Matthew Levatich says the rough ride of 2018 is expected to “persist” into 2019, but he also sees a light at the end of the tunnel, in the form of pre-orders for the MoCo’s first shot into the 2020s, the LiveWire. The all-electric motorcycle is the first in a series of such rides to come, all with the aim of bringing in younger riders who would normally give the MoCo a pass.

Harley-Davidson Electric Concept

In fiscal year 2018, Harley sold 228,000 bikes, including 52,000 to first-time Harley owners. For the new fiscal year, the MoCo expects to move between 217,000 and 222,000 units, and hopes to draw 2 million new riders by 2027 with rides like the electric scooter and electric dirt bike concepts it unveiled in January 2019 at the X-Games in Aspen, Colorado, both set for showroom debuts in the next decade.

Harley-Davidson LiveWire

The three electric Harleys are just the opening salvo for the MoCo, with plans to release 100 “high impact” models by 2027, several of which will be electric.

Though the cautious optimism for the final year of the New ’10s is warranted, there’s no doubt Harley will be ready for the silver future of the 2020s months away.

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Since launching her professional writing career nearly a decade ago as a fashion blogger, Cameron Aubernon has written for a handful of online and print publications on a wide variety of subjects, including expat issues, fashion, music, and, of course, the automotive industry. The automotive expert was even the editor-in-chief of a popular online lifestyle publication, where she reviewed luxury cars and interviewed fellow automotive enthusiasts.

A graduate of The Evergreen State College Class of 2005 with a bachelor's in liberal arts, Aubernon took a left turn from fashion writing into the automotive realm when she asked a fellow writer via Facebook if she could write for their site. Following an internship, stints with a couple of hyper-local online publications, and a move to Seattle, she made her then-biggest impact with The Truth About Cars, writing full-time for the publication from 2013 to 2015.

Currently, the highly-regarded automotive journalist is a frequent contributor to the high-traffic Internet Brands Auto Group websites Rennlist, Club Lexus, LS1Tech and Mustang Forums, among others.

Aubernon’s expert knowledge of all things Ford trucks has also made her a mainstay as one of the most prolific writers on Ford Truck Enthusiasts and F-150 Online.

Aubernon can be contacted via email at [email protected].

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