Harley-Davidson unveiled the first prototype in Project LiveWire on Thursday, August 4, in Kansas City. Project LiveWire is Harley?s first electric motorcycle. While it retains some of the features that Harley is known for, it is also a very different type of motorcycle.
Harley-Davidson has been working on their electric motorcycle for several years now. While there is still no decision on whether or not these motorcycles will be mass-produced, the prototype does show that Harley is serious about investing in this green technology.
Reaching Out to New Markets
One of the reasons Harley is pursuing something a little different is to reach out to new markets. The traditional motorcycle rider may not want an electric bike that doesn't roar down the streets, but there are many more people riding motorcycles today than these stereotypical men. Many women have become bikers. They often prefer lighter bikes such as the Street 500 or Street 750.
A number of younger people are also riding motorcycles and have embraced green technology as well. They often go out of their way to do business with companies that offer clean energy or use renewable resources, neither of which has been traditionally associated with motorcycles. By making the move to using electric engines, Harley may be able to snag a large number of these new bikers before other motorcycle companies, especially American-based companies, have the chance to develop a similar bike.
In addition to seeing a new market and striving to fill that market's need, Harley is keenly aware that its main customer-base, namely the baby boomer generation, is aging. While many do continue to ride motorcycles, and some may take up the hobby after they retire, their numbers are decreasing. The number of baby boomers who said they owned a motorcycle has dropped from almost 50 percent in 2009 to only 36 percent in 2012. Surveys have shown this number is continuing to drop, too. Harley has to market for a different demographic if they want to avoid a serious loss of income.
New Bikes for New Bikers
The electric bike and Harley's other new series such as the Street models are designed to be new motorcycles for a new type of biker. In addition to being lighter and environmentally friendly, these are also priced at almost half of what a traditional Harley costs. Harley has relied on older bikers who often bring in a six-figure income. While they can afford Harley's more expensive lines, newer bikers cannot. The company hopes these lighter, cheaper bikes can serve as an introduction to motorcycles and that, once they are hooked, new bikers later trade up for the more expensive models.
Project LiveWire ? the Future of Harley?
Older bikers may be uncertain if the electric motorcycle is worth it, but Harley is doing everything it can to show bikers that Project LiveWire is the future. The company has adjusted the bike?s electric engine so it still sounds like a Harley ? it roars and is very aggressive. However, while that did impress many people at the Kansas City display, a number of them also commented on the engine?s 55-mile range, saying it would have to be able to go longer without a recharge before they would seriously consider purchasing one.
For our range of Harley-Davidson motorcycle patches, click here.
