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Business harley davidson ev

In an effort to connect with younger demographics, Harley-Davidson is making a move toward EVs. (Photo by JULIE SEBADELHA/AFP via Getty Images)

By Hannah Bryan Leaders Staff

Hannah Bryan

Hannah Bryan

News Writer

Hannah Bryan is a news writer for Leaders Media. Most recently she was a reporter for the Sanilac County News...

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Sep 28, 2022

Shhh, It’s a Harley-Davidson EV

Motorcycle maker Harley-Davidson’s EV motorcycle division is now a privately traded company that might boost the company’s sluggish sales.

Key Details

  • Yesterday Harley-Davidson spun off its electric vehicle (EV) motorcycle division of the company, creating a separate privately traded entity. 
  • The EV motorcycle developer LiveWire merged with AEA-Bridged Impact Corp in a $1.8 billion SPAC (special purpose acquisition company) merger in an effort to fund further development of EV motorcycles.
  • Shares of LiveWire were trading at $7.91 at market open today.
  • Harley-Davidson has retained a 74% stake in LiveWire. 

Why it’s news

Harley-Davidson is known for producing what are referred to as hogs—massive, noisey motorcycles. But the traditional bike that has been a favorite of previous generations isn’t as popular among younger motorcycle enthusiasts. 

Sales of the bikes have been gradually declining as the company tries to find a way to reach other demographics. 

LiveWire could be Harley-Davidson’s way to stay connected to the younger generation. The electric bikes are lighter and quieter than a traditional hog, but the environmentally friendly option may appeal to younger consumers. 

Current Harley-Davidson CEO Jochen Zeitz will serve as LiveWire CEO for at least the next two years. The new company will focus on what he calls “urban adventure” motorcycles.

Short-range bikes like the S2 Del Mar, capable of traveling 110 miles, are expected to be released early next year. Development of longer-range bikes is expected in the future. 

Harley-Davidson plans to be carbon neutral by 2050, though transforming the traditional hog into an EV could prove to be a challenge. 

Home / News / Shhh, It’s a Harley-Davidson EV
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