Umair Gaines
Harley-Davidson, the famous American brand known for its powerful, loud, roaring motorcycles, is planning to phase out its gas-powered models and transition to an all-electric lineup. This move towards electrification is driven by the company's ambition to innovate and stay relevant in a rapidly changing industry. While some fans of the brand's iconic gas-powered motorcycles may be hesitant to embrace this change, Harley-Davidson's CEO, Jochen Zeitz, has stated that this transformation is a natural evolution and will take place over the long term. The company has already introduced electric motorcycles under its LiveWire brand, but it remains to be seen how successful these new models will be in attracting new customers and retaining the brand's loyal fan base.
| Characteristics | Values |
|---|---|
| Harley-Davidson's electric bike brand | LiveWire |
| LiveWire's latest electric sportbike | S2 Alpinista |
| S2 Alpinista power | 84 HP |
| Harley-Davidson's commitment to innovation | $5 billion market cap |
| Harley-Davidson CEO | Jochen Zeitz |
| Zeitz's comments on Harley-Davidson's future | "At some point in time, Harley-Davidson will be all-electric." |
| Zeitz's comments on the timeline for transition | "It's a long-term transition that needs to happen. It's not something you do overnight." |
| Harley-Davidson's current customer base | Older riders, traditionalists |
| Harley-Davidson's target customers for electric bikes | Younger riders, non-riders |
| Challenges for Harley-Davidson's electric bikes | High price, low sales |
| Benefits of electric bikes | Environmental impact, agility, instant torque |
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What You'll Learn
- Harley-Davidson's CEO Jochen Zeitz has confirmed the company will go all-electric
- The transition will take decades and won't happen overnight
- The LiveWire spin-off company is home to Harley's electric efforts
- The S2 Alpinista is an electric sportbike with 84 HP and good handling
- Harley's electric motorcycles will appeal to a new demographic
Harley-Davidson's CEO Jochen Zeitz has confirmed the company will go all-electric
Harley-Davidson CEO Jochen Zeitz has confirmed that the company will be going all-electric in the future. In an interview with Dezeen, Zeitz said, "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." The company first unveiled its electric motorcycle, LiveWire, in 2018, and it has since become a spin-off company for Harley-Davidson's electric efforts. LiveWire's latest offering, the S2 Alpinista, is an electric sportbike with 84 HP, good handling, and instant torque.
Zeitz emphasized that while the company embraces the future, it also celebrates its past and continues to evolve. He noted that Harley-Davidson has always been about innovation, and this transformation is a natural evolution for the brand. The CEO also highlighted that the electric transition will allow them to target different consumer profiles, including those who may not typically ride large motorcycles or even ride at all.
The decision to go all-electric is in line with the global push towards electrification of mobility and the stricter emission norms that are expected to come into force following the Paris Agreement. As a thriving company with an estimated market cap of nearly $5 billion, Harley-Davidson is investing resources in developing electric models, joining other major companies in the transition to electric vehicles.
While some experts advocate for more government incentives to accelerate the adoption of electric vehicles, others argue that the current incentives are not enough to make EVs accessible to the average consumer. Harley-Davidson's electric motorcycles face similar challenges, as adding more battery increases weight and cost, while reducing battery size decreases the bike's range. Despite these challenges, Harley-Davidson remains committed to its electric future, with Zeitz confirming that the transition will not happen overnight but will take decades.
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The transition will take decades and won't happen overnight
Harley-Davidson, the famous American brand known for its powerful, loud, roaring motorcycles, is planning to transition to an all-electric brand. This transition, according to Harley-Davidson's Chairman and CEO Jochen Zeitz, is a "long-term transition" that will take decades and won't happen overnight.
Zeitz emphasized that the company is currently in the process of transitioning to become all-electric but that it is a gradual change. He stated that Harley-Davidson has always evolved over its 120-year history and that electrification is the logical next step to ensure the company's longevity. The transition is seen as a necessary step to stay relevant and innovative in a rapidly changing industry.
The move towards electrification is also a strategic one for Harley-Davidson. The company recognizes that its core customers may have little interest in buying electric vehicles, so by compartmentalizing its electric efforts under the LiveWire spin-off company, Harley can continue to cater to its loyal customer base while attracting new customers who are interested in electric options. This strategy allows Harley to maintain its traditional brand while exploring new avenues.
While Harley-Davidson's electric motorcycles, such as the LiveWire, have received positive reviews for their riding characteristics and performance, the high price tag of around $30,000 has been a deterrent for potential buyers. However, as with any new technology, prices are expected to become more affordable over time. The LiveWire S2 Alpinista, for example, offers 84 HP power, a low center of gravity, and quick agility, showcasing Harley-Davidson's commitment to performance and innovation in the electric space.
The transition to electric vehicles is a broader industry trend, with estimates suggesting there will be between 30 and 42 million electric vehicles on US roads by 2030. However, the pace of this transition is influenced by various factors, including government subsidies and incentives. While some experts believe that more can be done to accelerate the process, Harley-Davidson's deliberate approach acknowledges the complexity of such a significant shift and aims to balance the company's past with its future aspirations.
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The LiveWire spin-off company is home to Harley's electric efforts
Harley-Davidson has long been associated with powerful, loud, roaring motorcycles, and the company has produced some of the most iconic motorcycles in history. However, in July 2021, Harley-Davidson launched LiveWire as a dedicated electric vehicle (EV) division, with the company going public in September 2022. LiveWire is now a spin-off company, independent of Harley-Davidson, and is the home of Harley's electric motorcycle efforts.
LiveWire manufactures the LiveWire brand of motorcycles, with its first product being the LiveWire ONE electric motorcycle. The company aims to develop more electric models, with a goal of manufacturing 100,000 motorcycles by 2026. LiveWire's electric motorcycles are seen as easier and quieter to ride than traditional gas-powered motorcycles, with no clutch or gear shift, and no hot exhaust pipes.
The Harley-Davidson LiveWire, released in 2019, was the company's first electric vehicle and marked a significant departure from their classic V-twin powered motorcycles. The LiveWire targets a different type of customer and is part of Harley-Davidson's strategy to market to a wider customer base. The development of the LiveWire is also seen as a shift towards people who might not ordinarily be drawn to Harley's traditional loud, heavy, and expensive motorcycles.
The LiveWire spin-off company is valued at $1.77 billion and is headquartered in Milwaukee, Wisconsin, and Mountain View, California. LiveWire currently has two EV bike models, with prices starting at $16,999 and $22,799, respectively. The latest addition to the LiveWire lineup is the 2025 LiveWire S2 Alpinista, which has received rave reviews for its 84 HP power, low centre of gravity, and quick agility.
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The S2 Alpinista is an electric sportbike with 84 HP and good handling
Harley-Davidson, the famous American brand with a massive global presence, is known for its powerful, loud, roaring motorcycles. However, the company is embracing the future with a range of electric motorcycles from its spin-off company, LiveWire. LiveWire's latest offering, the S2 Alpinista, is an electric sportbike with impressive features and performance.
The S2 Alpinista is a significant departure from Harley's traditional offerings, showcasing the company's commitment to innovation and its willingness to explore new markets. With 84 HP, the S2 Alpinista delivers impressive power and acceleration. Its low center of gravity and quick agility enhance responsiveness and handling, making it a nimble and exciting ride.
The S2 Alpinista's design emphasizes personalization, practicality, and mastery. It boasts a perfect fit, with the seat, controls, and pegs creating an ideal riding position. The handlebars are positioned low and narrow, allowing riders to sit upright and focused. The bike's narrow frame and balanced weight distribution make lane splitting effortless, and its lack of vibration and noise enhances the riding experience.
The S2 Alpinista also features Showa sport-bike suspension, Dunlop Roadsmart IV tires, and advanced braking systems, including Cornering Enhanced Antilock Braking System (C-ABS) and Drag-Torque Slip Control (DSCS). These features ensure a smooth and controlled ride, even in wet weather conditions.
The S2 Alpinista is designed for urban riding and beyond. While it may not have the battery capacity for extended trips outside city limits, its range is sufficient for city commuters. With its customizable power modes, riders can adjust power, throttle response, regen braking, ABS, and traction control according to their preferences and riding conditions.
Overall, the S2 Alpinista is a thrilling electric sportbike that combines performance, handling, and personalization. It represents Harley-Davidson's commitment to innovation and electrification, offering a responsible and exciting riding experience.
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Harley's electric motorcycles will appeal to a new demographic
Harley-Davidson is planning to phase out motorcycles powered by its storied internal combustion engines and transition to an all-electric brand. This move is a natural evolution for the company, as it seeks to innovate, expand, and enter new markets. While this transition may take decades, it is a necessary step for Harley-Davidson to remain competitive and appealing to a new demographic.
Harley-Davidson's electric motorcycles will appeal to a new demographic by offering a thrilling and responsible way to ride. The company's electric bikes provide an exhilarating riding experience while helping to reduce environmental impact. This appeals to those who are conscious of their carbon footprint and want to make a sustainable choice without compromising on performance. The electric motorcycles cater to riders of all skill levels and preferences, attracting urban commuters and small-town technology enthusiasts alike.
The electric motorcycle's instant torque and quick agility are features that will appeal to a new generation of riders. The LiveWire S2 Alpinista, for example, boasts 84 HP power, a low center of gravity, and quick agility. This combination of power and handling offers a unique riding experience that is sure to attract those seeking the latest in motorcycle technology.
Harley-Davidson's electric motorcycles also address the issue of lowering the average age of their owners. By targeting millennials who are interested in bikes, the company can tap into a new demographic that may not have previously considered Harley-Davidson. This younger generation is less likely to spend a substantial amount on a traditional motorcycle and is more open to electric alternatives, making the electric motorcycle a strategic move to capture this market.
Additionally, Harley-Davidson's electric motorcycles can appeal to those who may not typically ride large motorcycles or even ride at all. The company's focus on innovation and transformation aims to attract a broader range of customers, including those who are new to the world of motorcycling. By embracing new technology and sustainability, Harley-Davidson is creating a new image that resonates with a younger, more environmentally conscious demographic.
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Frequently asked questions
Harley-Davidson is going electric to evolve and stay relevant in the future. The company's CEO, Jochen Zeitz, has confirmed that the company will transition to become all-electric at some point in the future.
The transition to becoming all-electric will not happen overnight. According to CEO Jochen Zeitz, it could take decades, so we are looking at some time after 2033 or easily into the 2040s.
Harley-Davidson currently offers the LiveWire, the first production electric bike from the company. The LiveWire ONE, a more affordable version of the original LiveWire, was released in 2021. The company also has the S2 Alpinista, an electric sportbike with 84 HP and quick agility.
Harley-Davidson plans to slowly phase out its motorcycles powered by internal combustion engines. The company will continue to sell its traditional gas-powered motorcycles alongside its electric offerings during the transition period.
By going electric, Harley-Davidson can attract new customers who may not typically ride large motorcycles or may prefer more environmentally friendly options. The company can also stay innovative and competitive in a market that is increasingly adopting electric vehicles.
