LiveWire HQ Moves Back to Milwaukee, Embrace Heritage & Growth


LiveWire, a prominent electric motorcycle retailer, announced its move back to Milwaukee to consolidate operations at the historic headquarters of Harley-Davidson. This decision comes on the heels of the successful launch of the S2 Mulholland and LiveWire’s rise to becoming the leading on-road electric motorcycle seller in the U.S.

Why does it matter?

The relocation to Milwaukee is a strategic move aimed at leveraging synergies, efficiencies, and a closer connection to the company’s heritage. By bringing its California-based staff to Juneau Avenue, LiveWire aims to streamline operations and drive cost reductions. Despite initial growing pains post-spinoff, the company’s recent financial report shows a modest improvement in projected losses for 2024, signaling a positive trajectory.

How is it going to shape the future?

LiveWire’s shift back to Milwaukee signifies a pivotal moment in its growth journey. By tapping into Harley-Davidson’s established headquarters, the company sets the stage for enhanced collaboration, cost management, and alignment with its roots. As LiveWire continues to innovate and expand its market presence, the move to Milwaukee could provide the support needed to drive sustained progress and market leadership in the electric motorcycle industry.