Harley-Davidson’s First Electric Motorcycle Surprisingly Doesn’t Suck

· · · · | Branding · Creative Strategy · Sustainability

I swear, we were JUST talking yesterday about how cool and lightweight an  electric motorcycle would be to ride. And today we see this Wired.com announcement that Harley-Davidson has just introduced their first.

 

According to Mark-Hans Richer, Harley’s top marketing guy, “Any business has always got to look ahead to see where customers are interested in going, and see where society might be going.”

 

“That said, this isn’t a production model. Not yet, anyway. Harley is taking a few dozen LiveWires on a tour, dubbed Project LiveWire, of the United States and Europe. It will invite people in each city to check out the bike and provide feedback. The tour starts Monday in New York.”

 

“Harley emphasizes its excitement over the LiveWire, but downplays its importance. An electric bike is just an idea, something that could draw younger, urban buyers to the brand… ‘This is just part of us understanding where the world might want to go,’ Richer says. The upside of so cautious an approach, of course, is there’s less fallout if the bike is a flop.”


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