Beatrice Lang
Harley-Davidson, the iconic American motorcycle manufacturer, has confirmed that it will go all-electric in the future. While the company has not provided a timeline for this transition, its CEO, Jochen Zeitz, has emphasized that it is a long-term process that will not happen overnight. The company's first electric bike, LiveWire, was introduced in 2019, and Harley-Davidson has been steadily deepening its electrification measures since then. This shift towards electrification is a natural evolution for the company, as it seeks to attract new customers and stay relevant in a changing market.
| Characteristics | Values |
|---|---|
| Will Harley-Davidson go all-electric? | Yes, according to its CEO Jochen Zeitz. |
| When will it happen? | No definitive timeline has been given, but Zeitz has said it won't happen overnight and could take decades. |
| Current electric offerings | Harley-Davidson currently offers all-electric motorcycles from LiveWire and electric balance bikes from STACYC. |
| Customer base | Harley-Davidson's core customers may have little interest in buying EVs. |
| Reason for transition | The company knows it needs to evolve in order to survive and sees electrification as the logical next step. |
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What You'll Learn
- Harley-Davidson CEO Jochen Zeitz confirms the company will go all-electric
- The transition is a long-term one and won't happen overnight
- Harley-Davidson is already selling electric motorcycles like the LiveWire
- The company is aware that its core customers may not be interested in buying EVs
- The transition is necessary for the company to survive and evolve
Harley-Davidson CEO Jochen Zeitz confirms the company will go all-electric
Harley-Davidson, the iconic American cruiser motorcycle brand, has announced that it will transition to all-electric models in the future. The company's CEO, Jochen Zeitz, has confirmed that Harley-Davidson will eventually make the shift to electric motorcycles. While the brand is known for its powerful internal combustion engines, Zeitz emphasized that this evolution is necessary for the company to stay relevant and competitive.
In an interview with Dezeen, Zeitz 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." He acknowledged that the transition would take time, saying, "It takes decades, right? But you have to also think in decades rather than just thinking about what year and the short-termism that everyone is exposed to as a public company."
Harley-Davidson has already taken steps towards electrification with the release of its first electric motorcycle, LiveWire, in 2018. The LiveWire ONE, introduced in 2021, offered a more affordable option for customers. The company has also expanded its electric offerings with electric balance bikes from STACYC.
Zeitz's confirmation of Harley-Davidson's all-electric future is in line with the company's commitment to innovation and evolution. As the world moves towards electrification, the brand recognizes the need to adapt and stay competitive. However, this announcement may be met with mixed reactions from customers, as the loud internal combustion engine has been a defining feature of Harley-Davidson motorcycles.
Despite the long-term transition, Harley-Davidson purists can take comfort in Zeitz's assurance that the company will always celebrate its past while embracing the future. The CEO's statement also provides relief to petrolhead enthusiasts, as the shift to becoming an all-electric brand will be gradual, allowing customers time to adjust to the change.
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The transition is a long-term one and won't happen overnight
Harley-Davidson has been slowly but steadily deepening its electrification measures over the past few years. The company's CEO, Jochen Zeitz, confirmed that the company's future will be all-electric at some point, but it will be a "long-term transition" that "won't happen overnight".
The LiveWire was the company's first production electric bike, released in 2019. While it received positive feedback for its riding characteristics and performance, many people were put off by its $30,000 price tag. In 2021, the LiveWire ONE was released with a more affordable starting price of $21,999. In early 2022, Harley announced plans to spin off LiveWire into its own independent brand.
Zeitz stressed that Harley-Davidson will always celebrate its past and that this transformation is necessary and in line with the company's commitment to innovation. He noted that the transition to electric vehicles (EVs) is a natural evolution for the company and that it will take time, possibly decades. Harley-Davidson's EV transition "needs to happen", according to its CEO, but it is not going to be an overnight change.
The company's core customers may have little interest in buying EVs, and moving to a fully electric lineup will not be cheap. Harley-Davidson is aware of this and has not committed to a hard and fast timeline for the transition. However, the change is coming, and the company plans to ease its way into electrification. Government subsidies will also play a major role in the transition and may determine the pace of widespread EV adoption.
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Harley-Davidson is already selling electric motorcycles like the LiveWire
Harley-Davidson, the iconic American motorcycle manufacturer, is already selling electric motorcycles like the LiveWire. The company is embracing the future with a wide range of electric vehicles, including electric motorcycles from LiveWire and e-bikes for kids from STACYC. The LiveWire motorcycles offer a smooth and powerful ride with instant torque and no emissions. They are designed for commuting, cruising around town, or hitting the open road.
The LiveWire ONE electric motorcycle, for example, features a lightweight cast-aluminum frame designed for agility and confident control. It offers a sensory connection between the rider and the bike through its motor's haptic pulse. The Revelation™ powertrain delivers linear and constant acceleration, producing 100 horsepower and 86 ft. lbs. of torque. The LiveWire ONE also has world-class suspension components, such as the SHOWA® SFF-BP® fork and BFRC™ rear shock, providing full adjustability and precise handling.
The LiveWire ONE Savings Event offers customers the opportunity to own this electric motorcycle at a discounted price. Starting May 19, 2025, customers can purchase the LiveWire ONE for $16,499 during this exclusive promotion. Harley-Davidson also provides financing options for their electric motorcycles, such as the LiveWire S2 Del Mar and S2 Mulholland, with APR offers subject to credit approval.
While Harley-Davidson is committed to electrification, the company acknowledges that the transition will take time. CEO Jochen Zeitz has stated that "at some point in time, Harley-Davidson will be all-electric," but it is a long-term transition that won't happen overnight. The company recognizes the importance of its internal combustion engines to its customer base and plans to gradually evolve its product offerings.
With its current electric motorcycle offerings, Harley-Davidson is leading the electrification of two-wheeled transportation. The company is dedicated to innovation and environmental responsibility while still celebrating its iconic brand heritage.
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The company is aware that its core customers may not be interested in buying EVs
Harley-Davidson has been a famous American brand since 1903, known for its powerful, loud motorcycles. However, the company is aware that it needs to evolve to survive. In a January 2023 interview, Harley-Davidson's Chairman and CEO Jochen Zeitz confirmed that the company would eventually transition to an all-electric brand. While Zeitz acknowledged that this transition would take time, possibly decades, he emphasised that it was a necessary step for the company's future.
Indeed, the company is conscious that its core customers may not be interested in buying electric vehicles (EVs). The traditional Harley-Davidson customer associates the brand with large-displacement internal combustion engines and the iconic, thunderous roar of its motorcycles. For these loyal customers, the idea of a quiet, electric Harley-Davidson may be unappealing. Recognising this potential resistance, Harley-Davidson has carefully compartmentalised its EV efforts, allowing the company to continue catering to its traditional customer base while exploring new avenues.
The transition to electric is a strategic move to attract new customers and adapt to the changing landscape of transportation. Zeitz emphasised the importance of honouring the company's past while evolving to meet the needs of the future. By focusing on people who may not typically ride large motorcycles or those who do not ride at all, Harley-Davidson hopes to stay relevant and competitive in a market that is increasingly embracing electrification.
While some traditional customers may resist the change, it is unlikely to significantly impact Harley-Davidson's business. As one commentator noted, Harley-Davidson has long struggled to retain its older customer base, who are literally dying off, and younger generations are opting for more affordable, high-performance alternatives. By embracing electrification, Harley-Davidson can appeal to a new generation of riders who value environmental sustainability and modern technology.
The transition to electric is also in line with the company's commitment to innovation and its history of evolution. Harley-Davidson was one of the first major motorcycle companies to release an all-electric model, the LiveWire, in 2019, and has since expanded its electric offerings. This gradual approach allows the company to test the market and adjust its strategies accordingly.
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The transition is necessary for the company to survive and evolve
Harley-Davidson is a famous American brand with a massive global presence. The company, founded in 1903, is known for its powerful, loud, roaring motorcycles, and has produced some of the most iconic motorcycles in history. However, Harley-Davidson CEO Jochen Zeitz has confirmed that the company will eventually transition to become all-electric. This transition is necessary for the company to survive and evolve.
Harley-Davidson has long been associated with big gas-powered models, but the company knows that change is on the horizon. Zeitz has stated that electrification is the logical next step for the company, especially if it plans to stick around for another 120 years. The transition to electric vehicles (EVs) is already underway, with Harley-Davidson leading the electrification of two-wheeled vehicles with a range of products, including all-electric motorcycles from LiveWire and electric balance bikes from STACYC.
The company's commitment to innovation and evolution is in line with its founders' spirit of trying to invent something unique. Zeitz has emphasized that while Harley-Davidson will always celebrate its past, the transformation to electric is necessary to stay relevant and attract new customers. The company recognizes that its core customers may have little interest in buying EVs, but by compartmentalizing its EV efforts, Harley-Davidson can continue to serve its loyal customer base while adapting to the changing market.
The transition to electric is a long-term process that won't happen overnight, and it's important to note that Harley-Davidson's internal combustion engines seem safe for the immediate future. The company plans to ease its way into electrification, and Zeitz has stated that this evolution will take time, potentially decades. This gradual approach allows Harley-Davidson to honor its past while evolving to meet the needs of the future.
The transition to electric is a natural evolution for Harley-Davidson, and it is committed to making it happen. By embracing electrification, the company can ensure its survival and continue to innovate and expand its presence in the market. While change can be challenging, Harley-Davidson's commitment to evolution demonstrates its adaptability and willingness to stay relevant in a rapidly changing industry.
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Frequently asked questions
Yes, according to CEO Jochen Zeitz, the company will eventually only make electric bikes.
Zeitz has stated that this transition will take decades, and the company has not committed to a goal year.
Harley-Davidson was one of the first major motorcycle companies to release an all-electric model, the LiveWire, in 2019. The company has since released the LiveWire ONE, a more affordable version of the LiveWire.
Zeitz has stated that the transition is necessary and in line with the company's commitment to innovation. He has also said that electrification will help attract new customers to the brand.
Some Harley purists may be unhappy with the switch to electric, as the loud internal combustion engine is a key part of the Harley-Davidson brand. However, the company knows that change is on the horizon and is focusing on attracting new customers who may not typically ride large motorcycles or ride at all.
