Wiktor Wise
Harley-Davidson has been making electric motorcycles for years, with its first prototype rolling out in 2014 and deliveries beginning in 2019. The company has since spun off its electric motorcycle division into a separate sub-brand known as LiveWire, which offers the LiveWire One and the upcoming S2 Del Mar. Harley-Davidson CEO Jochen Zeitz has stated that the company will eventually transition to making only all-electric motorcycles, though the internal combustion engine will remain for the immediate future.
| Characteristics | Values |
|---|---|
| Harley-Davidson Electric Motorcycles | LiveWire |
| First Electric Model | Nearly a decade ago |
| Current Models | One, S2 Del Mar |
| Upcoming Models | S2 Alpinista, S2 Mulholland |
| Price | Around $15,000 |
| Harley-Davidson CEO's Vision | To eventually go all-electric |
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What You'll Learn
Harley-Davidson's LiveWire S2 Del Mar electric motorcycle
Harley-Davidson is indeed making electric motorcycles, and the LiveWire S2 Del Mar is one of them. The LiveWire S2 Del Mar is an electric motorcycle built for speed, agility, and linear acceleration. It is equipped with L1 and L2 charging, a 3.0-second 0-60 time, 194 ft-lb of torque, and over-the-air updates. The suspension provides optimal rider control and comfort with a SHOWA® Fully Adjustable front fork and SHOWA® Free Piston Monoshock rear shock, offering full adjustability and precise handling. The S2 Del Mar is also the first motorcycle from LiveWire equipped with over-the-air updates, allowing the bike to receive updates and improvements as they are released.
The S2 Del Mar has a unique design that sets it apart from other electric motorcycles. It has a modern and classy look with enough character that makes it stand out. The bike is also available in an indigo Launch Edition, with only 100 of these individually numbered bikes being made.
The S2 Del Mar has a range of features that enhance the riding experience. It is equipped with a 6-Axis IMU and Bosch technology, which includes a Cornering Enhanced Antilock Braking System (C-ABS) that operates independently on the front and rear brakes to keep the wheels rolling and prevent locking. The traction control system prevents the rear wheel from spinning excessively under acceleration when cornering, enhancing rider control and confidence. The S2 Del Mar also has regenerative braking and all-LED lighting.
The S2 Del Mar's app allows riders to access key information such as weather, navigation, and tire pressure from their phones. The app also enables riders to take calls, play music, and access GPS functionality through their headsets. The motorcycle has a USB-C outlet to charge phones and a keyless start feature.
The LiveWire S2 Del Mar is an exciting addition to the world of electric motorcycles, offering a combination of performance, design, and innovative features.
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Harley-Davidson's electric motorcycle division
Harley-Davidson has an electric motorcycle division that operates as a separate sub-brand called LiveWire. The company started Project LiveWire in the early 2010s, recognising that electric motorcycles would eventually become the norm. In 2014, the first prototype was rolled out, and in 2019, the Harley-Davidson LiveWire was launched. The LiveWire motorcycle was regarded as an impressive, high-performance electric motorcycle, but its high price tag limited its market mainly to wealthy, older brand loyalists.
The LiveWire brand brings a mix of high-tech startup energy and Harley-Davidson's century-old motorcycle legacy. LiveWire has its own stores, including the LiveWire Experience Center in Malibu, and its image as a young motorcycle startup is contrasted with Harley-Davidson's status as an industry behemoth. LiveWire's marketing department tries to distance itself from Harley-Davidson, but it still relies on its parent company for logistics and dealer networks.
The LiveWire S2 Del Mar, the brand's second model, is expected to appeal to a new wave of riders with its urban-friendly design and more accessible price point. The bike has a characterful yet tasteful design and is the first to use the new Arrow platform, which uses the battery as a structural element. The S2 Del Mar was scheduled to begin deliveries in the summer of 2023, with 100 individually numbered Launch Edition bikes planned.
Harley-Davidson's CEO, Jochen Zeitz, has stated that the company will eventually transition to making only all-electric motorcycles. However, the brand plans to ease its way into electrification, recognising that this evolution will take time. The company's current lineup includes the LiveWire One and the upcoming S2 Del Mar, with more electric models expected in the future.
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Harley-Davidson's CEO on the company's all-electric future
Harley-Davidson has been steadily increasing its electrification measures over the past few years. The company's first electric motorcycle, the LiveWire, was released in 2019, followed by the LiveWire ONE in 2021. The LiveWire S2 Del Mar, the brand's second model, is expected to be released this summer.
In a January 2023 interview, Harley-Davidson's Chairman and CEO Jochen Zeitz confirmed that the company is currently transitioning to become all-electric in the future. While Zeitz did not provide a specific timeline or goal year, he emphasized that the transition is already underway and will take time. He stated, "At some point in time, Harley Davidson will be all-electric. But that's a long-term transition that needs to happen. It's not something you do overnight."
Zeitz's pronouncement is significant, as Harley-Davidson is known for its loud, large-displacement internal combustion engine (ICE)-powered motorcycles. The company's electric endeavors have sparked mixed reactions among customers, with some enthusiasts valuing the traditional internal combustion engine experience. However, Zeitz embraces big transformational changes and believes in evolving the brand while celebrating its past.
The LiveWire brand, which started as a Harley-Davidson sub-brand, provides valuable insights into customer preferences for electric motorcycles. The upcoming LiveWire S2 Del Mar is designed to appeal to younger, more urban riders, showcasing the company's efforts to reach a broader audience. Harley-Davidson's commitment to electrification aligns with the industry's recognition that electrification is an inevitability, and the company is taking a proactive approach to this transition.
While Harley-Davidson has not provided a definitive timeline for its all-electric future, the company's leadership under Zeitz indicates a strategic and gradual shift. The CEO's vision acknowledges the brand's evolution while respecting the time needed to transform fully. Harley-Davidson's electric motorcycle journey has already begun, and the company is determined to navigate the challenges and opportunities that lie ahead in the coming decades.
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The LiveWire Experience Center in Malibu
Harley-Davidson is indeed making electric motorcycles, under its sub-brand LiveWire. The first LiveWire Experience Center, designed to offer a fully immersive experience centred on the all-electric LiveWire ONE motorcycle, opened in Malibu, California, in February 2022.
The Experience Center aims to introduce visitors to the electric riding experience while creating a community space for LiveWire riders. Jochen Zeitz, Chairman, President, and CEO of Harley-Davidson, commented:
> California is one of the most established electric vehicle markets in the world and is an ideal location for the first LiveWire Experience Center. The LiveWire ONE motorcycle is designed for the pursuit of urban adventure, and the Malibu area offers superb riding in a variety of environments, both urban and beyond. The Experience Center will give both riders and non-riders a chance to engage with the LiveWire brand and ultimately experience the thrill of riding the most desirable electric motorcycle available today.
The LiveWire Experience Center offers a future-forward financing purchase option for the LiveWire ONE motorcycle. The LiveWire Future-Forward Financing Program provides a 48-month LiveWire ONE ownership experience, with a shorter, simplified, lease-like term with multiple ways to end the program based on customer needs. For instance, the program is available at a payment as low as $286 a month for 47 months, with only 10% down, plus a final 48th payment of $9,948.97. At the end of the 48-month term, customers have the option to return the motorcycle to the dealership, trade it in for a new LiveWire model, or refinance or pay off the remaining balance to own the LiveWire outright.
The LiveWire ONE motorcycle itself is an all-electric motorcycle that embodies the brand's vision of creating the next generation of electric motorcycles. It merges the power and technology of electric vehicles with the unique soulful connection that comes from an analog machine. With its innovative design and electric performance, LiveWire motorcycles are transforming the everyday into urban adventure and beyond, offering a thrilling and soulful riding experience.
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Harley-Davidson's electric motorcycle: design and performance
Harley-Davidson has been working on electric motorcycles for nearly a decade. The company's first electric model was released in 2019, and it was widely regarded as an impressive and high-performance electric motorcycle. The model was called LiveWire, and it carried a high price tag of nearly $30,000. The high price, combined with the Harley branding, limited the market mainly to wealthy, older brand loyalists. As a result, Harley-Davidson spun off its internal electric motorcycle division into a separate sub-brand, LiveWire, which has since released a new model, the S2 Del Mar, priced at around $15,000.
The S2 Del Mar is designed to appeal to a new wave of riders with its urban-friendly design. The bike looks classy and modern, with enough character that it doesn't disappear into a non-offensive, please-as-many-people-as-possible design that some electric motorcycles aim for. It is also not overly wild, and its tasteful design has been well-received. The S2 Del Mar is the first to use the new Arrow platform, which uses the battery as a structural element rather than storing it inside the frame.
The LiveWire S2 Del Mar is more than just a pretty face; it also offers impressive performance. One reviewer who got to test ride the bike described it as having "enough power to make things fun." The bike's electric motor delivers instant torque, providing a smooth and responsive riding experience. The S2 Del Mar is also designed for personalisation, practicality, and mastery, making it a thrilling new standard for urban riding and beyond.
Harley-Davidson's CEO, Jochen Zeitz, has stated that the company will eventually only make all-electric motorcycles. This pronouncement caused concern among some enthusiasts who believe that what sets a Harley apart from other motorcycles is a loud internal combustion engine. However, the company knows that change is on the horizon and plans to ease its way into electrification. Harley-Davidson is leading the electrification of two-wheels, and its experience and legacy in the motorcycle industry give LiveWire a significant advantage over other electric motorcycle companies.
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Frequently asked questions
Yes, Harley-Davidson has an all-electric motorcycle brand called LiveWire.
The LiveWire S2 Del Mar is the second model of the LiveWire electric motorcycle brand. It is designed to be more urban-centric and is expected to go into production soon.
The LiveWire S2 Del Mar is priced at around \$15,000.
Harley-Davidson CEO Jochen Zeitz has stated that the company will eventually only make all-electric motorcycles.
