The question is whether this branding strategy will lead to better sales for Harley-Davidson’s electric models. Last year, Reuters reported that the company’s plan to appeal to a younger generation of motorcyclists with the LiveWire was struggling, with most of the preorders coming from older or preexisting customers. Harley-Davidson’s overall sales have been stagnant lately after hitting a low point in 2018.
The problem could be that the price, which starts at $29,799, isn’t that much cheaper than a Tesla Model 3. Dealers told Reuters that many younger customers were turned off by the price tag.
Harley-Davidson is also facing some stiff competition from rivals like Zero Motorcycles, which recently teamed up with power sports manufacturer Polaris on a new lineup of electric-powered ATVs and snowmobiles. And as the broader world of transportation shifts to electric, the company will be under increasing pressure from its shareholders to prove its vision for the future can be profitable.