What?
Harley-Davidson’s venture into electric motorcycles, starting with the LiveWire, has faced challenges due to high prices and a disconnect with the current market demographics. Despite solid engineering, price reductions, and launching new electric models, sales have not met expectations.
So What?
The LiveWire and subsequent electric models by Harley-Davidson have struggled to appeal to a market facing financial constraints and seeking more affordable and practical transportation options. The company’s attempt to shift focus by creating a separate brand for electric bikes has not significantly improved sales or addressed underlying issues such as pricing and design aesthetics. Operating losses and low sales figures indicate a need for a strategic reevaluation.
What’s next?
Harley-Davidson may need to reassess its approach to electric motorcycles by considering more competitive pricing, expanding range capabilities, and exploring innovative design directions that resonate with a broader audience. Adapting to changing consumer preferences and market trends is crucial for the brand’s future success in the electric vehicle sector.
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