Could LiveWire actually >save< Harley?
Seasoned HDF Member
Joined: Apr 2012
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From: Michigan
Seems to me that some horrible decisions were made about the costs of bringing this bike to market vs the cost of the product to buyers not to mention all of the other related costs of warranty etc. and IF the following statement is anywhere near being correct I don't think the "pockets" are deep enough at H-D to justify continued production:
Harley-Davidson has been losing a significant amount of money on each LiveWire electric motorcycle sold. In the first quarter of 2025, for example, they lost about $606,000 per bike. This represents a substantial operating loss for LiveWire, with losses of $20 million for selling only 33 bikes in the first quarter. While LiveWire reduced its operating loss to $28.2 million in Q2 2024, they were still losing $88,000 per bike sold, according to an analyst from Baird. In 2023, LiveWire lost $125 million on 660 bikes sold.
Over half a century ago (1958) Cadillac Motor Car produced the Cadillac Eldorado Brougham at an estimated cost of $ 25,000 (each) and sold them for less than $14,000 (each) and even that pales in comparison to the losses of the LiveWire!
Harley-Davidson has been losing a significant amount of money on each LiveWire electric motorcycle sold. In the first quarter of 2025, for example, they lost about $606,000 per bike. This represents a substantial operating loss for LiveWire, with losses of $20 million for selling only 33 bikes in the first quarter. While LiveWire reduced its operating loss to $28.2 million in Q2 2024, they were still losing $88,000 per bike sold, according to an analyst from Baird. In 2023, LiveWire lost $125 million on 660 bikes sold.
Over half a century ago (1958) Cadillac Motor Car produced the Cadillac Eldorado Brougham at an estimated cost of $ 25,000 (each) and sold them for less than $14,000 (each) and even that pales in comparison to the losses of the LiveWire!
Last edited by 2AMGuy; May 8, 2025 at 04:56 PM.
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Joined: Sep 2006
Posts: 3,714
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From: San Ramon, Ca
I've seen one Livewire on the road, except for those I've
seen people doing demo-rides (maybe two ?)
No way those will ever sell. And, the way I've seen brand
new EV's here at the dealership with batteries failing ?
NO THANKS !!!!!
seen people doing demo-rides (maybe two ?)
No way those will ever sell. And, the way I've seen brand
new EV's here at the dealership with batteries failing ?
NO THANKS !!!!!
Club Member
Joined: Feb 2021
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From: Dixie
That $11,000 in 1958 is roughly equivalent to $121,722 in todays dollars at 3.65% annual inflation. Seems legit...
Seasoned HDF Member
Joined: Mar 2021
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From: backwoods
And THAT is precisely why idiots like Zeitz took the MoCo where we are now.
You CAN NOT rely on a single luxury segment to survive for a MOTORCYCLE. Bugatti, Rolls Royce, Ferrari are all brands that are status luxury brands. They build and price their cars accordingly with little regard for aspirational purchases. You either have **** you money to buy them or you don't.
ay.
You CAN NOT rely on a single luxury segment to survive for a MOTORCYCLE. Bugatti, Rolls Royce, Ferrari are all brands that are status luxury brands. They build and price their cars accordingly with little regard for aspirational purchases. You either have **** you money to buy them or you don't.
ay.
Its a line you need to balance. Not to snooty, VWs.
Seasoned HDF Member
Joined: Mar 2021
Posts: 18,475
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From: backwoods
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Joined: Mar 2022
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From: Bothell, WA
I think you are spot on here.