staff@slashgear.com (Shane Schmid)
2024-04-22 12:15:40
www.slashgear.com
Parent companies spin off sections of their business into separate entities all the time for various reasons. In this case, making LiveWire its own company means that it isn’t constrained within the Harley-Davidson brand and can operate freely. It’s also beneficial for Harley-Davidson, as statistically, its electric endeavors weren’t panning out as planned. Prior to LiveWire becoming its own company, Harley-Davidson’s electric division was down 28%, according to Marketplace.
A shakeup was needed as executives discovered a significant disconnect between their core customers and electric motorcycles. Harley-Davidson dealerships reported curiosity surrounding the LiveWire One models on the lot. However, they still weren’t selling well. Ultimately, key marketing players honed in on the one aspect of the LiveWire One that Harley-Davidson fans couldn’t get over: its silent operation. Without the classic growl emanating from the bike at idle and the legendary roar as it accelerated, it just didn’t sound like a Harley.