Molly Ayala
Harley-Davidson, the iconic motorcycle maker based in Wisconsin, is set to receive an $89 million grant to expand its manufacturing plant in York County, Pennsylvania, for electric motorcycle production. The grant is part of the Biden Administration's $1.7 billion federal investment to boost electric vehicle manufacturing and assembly in eight states. Harley-Davidson's electric motorcycle division, LiveWire, will use the funding to increase production of zero-emissions motorcycles and invest in waste-reducing paint technologies. The company expects to accelerate production of more affordable, faster-charging electric motorcycles by retraining its over 1,300 union workers and hiring more than 125 additional employees. LiveWire, which was spun off from Harley-Davidson as a separate brand in 2022, currently offers the LiveWire ONE electric motorcycle and is testing the more urban-centric Del Mar model. Harley-Davidson CEO Jochen Zeitz has affirmed the company's commitment to electrification, stating that at some point in time, Harley Davidson will be all-electric.
| Characteristics | Values |
|---|---|
| Harley-Davidson's electric motorcycle business | LiveWire |
| LiveWire's sales | 117 electric motorcycles through March, an 86% increase compared to last year |
| LiveWire's funding | $89 million |
| LiveWire's funding source | The Biden Administration, Department of Energy, Domestic Manufacturing Auto Conversion Grant program, Inflation Reduction Act |
| Purpose of funding | To support a five-year project to increase production of zero-emissions motorcycles, to expand and upgrade its 650,000-square-foot facility in York County, Pennsylvania, for more energy-efficient EV motorcycle manufacturing, to invest in waste-reducing paint technologies, to retrain more than 1,300 union workers and hire another 125+ employees, and to make "meaningful investments" in supplemental transportation, daycare, and mental wellbeing resources to support its workforce |
| Harley-Davidson CEO's commitment to electrification | "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." |
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What You'll Learn
Harley-Davidson's $89 million federal funding for electric motorcycles
Harley-Davidson, an iconic American motorcycle manufacturer, has been awarded $89 million in federal funding to expand its electric motorcycle production. The funding will be used to expand and upgrade its facility in York, Pennsylvania, incorporating new paint and assembly equipment for EV motorcycle manufacturing. The company expects to sell between 1,000 and 1,500 e-motorcycles by the end of this year.
The $89 million grant is part of a larger $1.7 billion federal investment funded by the Inflation Reduction Act, which aims to convert 11 closed or at-risk auto manufacturing facilities in eight states into hubs for electric vehicle production. The grant is also intended to catalyze the expansion of industrial capacity to meet the president's climate goals and create jobs in American manufacturing.
Harley-Davidson's electric motorcycle division, LiveWire, will play a key role in this initiative. LiveWire was launched in 2021 and became a standalone, publicly-traded company in 2022. With the federal funding, Harley-Davidson and LiveWire will work together to boost EV production and introduce new electric motorcycle models to the market.
The company plans to retrain more than 1,300 union workers and hire an additional 125 employees. Harley-Davidson has also pledged to make meaningful investments in supplemental transportation, daycare, and mental well-being resources for its workforce.
U.S. Senator Bob Casey (D-PA) played a crucial role in securing the $89 million grant for Harley-Davidson. Senator Casey emphasized the importance of federal grants in ensuring American manufacturers can remain competitive in the growing global market for electric vehicles.
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LiveWire: Harley's electric vehicle division
Harley-Davidson, the iconic motorcycle maker based in Wisconsin, has unveiled plans to transition to electric motorcycles. In line with this, the company launched LiveWire as an electric vehicle division in 2021. LiveWire was then spun off from Harley into its own company in 2022, becoming the first publicly traded electric motorcycle maker in the country.
LiveWire currently offers the LiveWire ONE electric motorcycle, with a retail price of $16,499. The company has also been testing the more urban-centric Del Mar model, which is expected to go into production soon. LiveWire motorcycles are designed for personalisation, practicality, and performance, offering a thrilling riding experience in urban environments and beyond.
To support this transition, Harley-Davidson received an $89 million federal grant to expand its manufacturing plant in York County, Pennsylvania. The grant is part of the Inflation Reduction Act, which aims to boost electric vehicle manufacturing and assembly in the United States. The funding will enable Harley-Davidson to expand and upgrade its facility, invest in waste-reducing paint technologies, and support its workforce through supplemental transportation, daycare, and mental wellbeing resources.
Despite being in its early stages, LiveWire has shown promising growth, with an 86% increase in sales compared to the previous year. The company expects to sell between 1,000 and 1,500 electric motorcycles by the end of 2025. LiveWire's innovative financing options and commitment to electrification make it an exciting prospect for riders seeking an electric motorcycle experience.
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Harley-Davidson CEO Jochen Zeitz's commitment to electrification
Harley-Davidson CEO Jochen Zeitz has expressed a strong commitment to electrification, stating that the company will eventually transition to becoming all-electric. Zeitz, who took over as CEO in February 2020, recognizes the importance of evolving the brand to ensure its survival. He acknowledges that electrification is a given in the motorcycle industry and that Harley-Davidson needs to lead in this area.
Zeitz's commitment to electrification is evident in his statements about the future of the company. In an interview with Dezeen, he said, "At some point in time, Harley Davidson will be all-electric... It's a long-term transition that needs to happen. It's not something you do overnight." This indicates that Zeitz is aware of the time and effort required to transition to electric motorcycles while managing the expectations of customers and investors.
The CEO's commitment to electrification is also reflected in Harley-Davidson's strategic plans. Under Zeitz's leadership, the company implemented "The Rewire" strategic plan, which helped improve the company's financial situation. This was followed by "The Hardwire," a five-year strategic plan that likely included a focus on electrification. Additionally, Zeitz oversaw the launch of Harley-Davidson's first electric motorcycle, LiveWire, in 2019, and the introduction of the LiveWire ONE electric motorcycle in 2025.
Zeitz also recognizes the importance of catering to a new urban consumer base with electric bikes. He understands that the values of adventure and freedom associated with Harley-Davidson can be translated to an urban audience through electric motorcycles. By focusing on desirability, Zeitz aims to make Harley-Davidson a leader in the electric bike market. However, he also acknowledges the challenges, stating that the technology for EVs in terms of range and longevity may not yet meet the expectations of classic Harley-Davidson customers.
Despite some resistance from traditional Harley-Davidson enthusiasts, Zeitz remains committed to electrification. He plans to ease the company into electrification, understanding that it is a long-term process. Zeitz's experience in sustainability and turnaround strategies, as demonstrated by his work with Puma and the Kering sustainability committee, likely influences his approach to Harley-Davidson's electrification journey.
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Harley's electric motorcycles: customer reactions
Harley-Davidson's first electric motorcycle, LiveWire, was released in 2019. The company's CEO, Jochen Zeitz, has stated that Harley-Davidson will eventually only make electric bikes, marking a significant shift for the brand. While this move towards electrification may cause some Harley purists to cringe, as they associate the brand with loud internal combustion engines, the company is committed to evolving and expanding its customer base.
Initial customer reactions to the LiveWire test rides in New York City in 2014 were "overwhelmingly positive", according to Powersports Business. The LiveWire's styling has been compared to that of former Harley-Davidson sport bike subsidiary Buell by the Milwaukee Journal Sentinel. The Hollywood Reporter noted that an electric Harley-Davidson could become a status symbol akin to the Tesla Model S. Additionally, the LiveWire's appearance in the film Avengers: Age of Ultron was seen as a global market test of the product concept.
The LiveWire brand currently consists of the One model, which is a rebadged version of the 2019 bike. A second model, the Del Mar, is undergoing testing and is expected to enter production soon. The LiveWire ONE Savings Event offers customers the opportunity to own a LiveWire ONE electric motorcycle at a discounted price of $16,499, starting May 19, 2025.
Harley-Davidson's electric motorcycle line aims to appeal to a diverse range of riders, from experienced riders seeking a powerful and smooth ride to urban riders looking for an innovative and eco-friendly mode of transportation. With a maximum speed of 110 mph and instant torque, the LiveWire electric motorcycles cater to those seeking excitement and performance. The company also offers electric balance bikes for kids, allowing parents to introduce their children to the world of two-wheelers.
Overall, Harley-Davidson's electric motorcycles have received positive feedback and media attention, indicating a successful entry into the electric motorcycle market and a promising direction for the company's future.
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Harley-Davidson's electric motorcycle manufacturing in York County
Harley-Davidson, the storied American motorcycle maker, has committed to electrification. The company's CEO, Jochen Zeitz, has stated that Harley-Davidson will eventually make only electric bikes. This transition is expected to be a long-term process.
Harley-Davidson's electric motorcycle business, LiveWire, received an $89 million grant to support a five-year project to increase the production of zero-emissions motorcycles. The funding comes from the Domestic Manufacturing Conversion (DMC) Grant program, an Inflation Reduction Act (IRA) provision that supports the domestic production of zero-emissions vehicles (ZEVs).
The grant will be used to expand and upgrade Harley-Davidson's 650,000-square-foot facility in York County, Pennsylvania, for more energy-efficient EV motorcycle manufacturing. The company expects to sell between 1,000 and 1,500 e-motorcycles by the end of 2024.
LiveWire, which started as a separate brand, offers insights into what riders want from an electric motorcycle. The company's current lineup includes the LiveWire ONE, with a retail price of $16,499, and the S2 Del Mar, with an MSRP of $16,249.
Harley-Davidson is investing in waste-reducing paint technologies and is committed to using an all-American supply chain for its electric motorcycles.
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Frequently asked questions
Harley-Davidson will be expanding and upgrading its 650,000-square-foot facility in York County, Pennsylvania, to produce electric motorcycles.
LiveWire.
Harley-Davidson first unveiled its electric motorcycle, LiveWire, in 2018.
The current LiveWire model is the One, which is a rebadged version of the 2019 Harley-Davidson LiveWire.
The LiveWire ONE electric motorcycle is priced at $16,499.
