From Press Release: Harley-Davidson leads the motorcycling world when it comes to focusing on a customer-led product development approach. Starting next week select consumers across the country will be able to ride and provide feedback on the new Project LiveWire, Harley-Davidsons first-ever electric motorcycle.
The Project LiveWire Experience invites customers to test ride and learn more about the story of the motorcycle. Even those who dont yet ride will have the opportunity to feel the power of Project LiveWire through Jumpstart – a simulated riding experience.
“America at its best has always been about reinvention,” said Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. “And, like America, Harley-Davidson has reinvented itself many times in our history, with customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history.”
As riding in the great outdoors is one of the best elements of motorcycling, sustainability remains a core strategic focus at Harley-Davidson.
“Preserving the riding environment is important to all of us,” said Levatich. “Project LiveWire is just one element in our efforts to preserve and renew the freedom to ride for generations to come. As a company that has seen success for 111 years, we think in generational terms about our great riding environments for the next 111 years.”
A 2014 U.S. tour – kicking off with a journey down Route 66 – will visit more than 30 Harley-Davidson dealerships now through the end of the year. In 2015, the Project LiveWire Experience will continue in the U.S. and expand into Canada and Europe.
“Project LiveWire is more like the first electric guitar – not an electric car,” said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson Motor Company. “Its an expression of individuality and iconic style that just happens to be electric. Project LiveWire is a bold statement for us as a company and a brand.”
The motorcycle offers a visceral riding experience with tire-shredding acceleration and an unmistakable new sound.”The sound is a distinct part of the thrill,” said Richer. “Think fighter jet on an aircraft carrier. Project LiveWires unique sound was designed to differentiate it from internal combustion and other electric motorcycles on the market.”
While not for sale, Project LiveWire is specifically designed for the purpose of getting insight into rider expectations of an electric Harley-Davidson motorcycle. Longer term plans for retail availability of Project LiveWire will be influenced by feedback from riders along the Project LiveWire Experience tour.
Fans can learn more about Project LiveWire, as well as specific dates and locations for Project LiveWire Experience stops at projectlivewire.com.