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Harley-Davidson, Inc. (NYSE: HOG) is launching a new brand focused on its LiveWire all-electric motorcycle.
What Happened: LiveWire was introduced in 2019 as a standalone product. Beginning this summer, LiveWire will be marketed through Harley-Davidson dealers as an independent brand, with dedicated showrooms in select locations starting in California.
The new brand is the first offering in the Milwaukee-based company’s Hardwire Strategy, a strategic plan announced in February that maps out business expansion routes through 2025.
“One of the six pillars of The Hardwire Strategy is to lead in electric,” said Jochen Zeitz, chairman, president and CEO of Harley-Davidson.
“By launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the market in EV.”