On Friday, June 20th, Harley Davidson did the unthinkable and launched its first electric motorcycle. With a decrease in market share since the 2008 recession, this new launch aims to regain its dominance. But, is the new electric motorcycle putting the brand in jeopardy? Are the days of the badass brand numbered...
The simple answer… No!
Harley Davidson has always had a reputation of being the ‘big man on campus’. The greatest history, the best american made bikes, and the unforgettable Harley sound. The ‘rumble’ that has never truly been recreated. So does the new electric bike meet these historic Harley Davidson requirements?
In discussing Project LiveWire (Harley Davidsons new electric motorcycle) the Senior VP and Chief Marketing Officer, Mark-Hans Richer states “Project LiveWire is more like the first electric guitar – not an electric car. It’s an expression of individuality and iconic style that just happens to be electric. Project LiveWire is a bold statement for us as a company and a brand.”
This new motorcycle is about understanding what customers are wanting and providing a way for individuals to explore their personal freedom, which is why Harley Davidson is taking a more customer centric approach for the launch of this new bike. The idea around this campaign is to get as many customers on the new bike as possible, while touring around the US. This will give Harley Davidson a chance to collect as much customer feedback as possible, while showing off the true power of the electric bike.
So far it seems like Harley Davidson is doing a good job of keeping up with the times, and maintaining the integrity of the brand. However, they are looking to understand the future of riding and the desire to sustain the outdoors as it is one of the best parts of motorcycling. “Preserving the riding environment is important to all of us,” said Levatich. “Project LiveWire is just one element in our efforts to preserve and renew the freedom to ride for generations to come.”
This is a smart way to ensure longevity and market share, lets see how many more years they can add to their 111!