Harley-Davidson should abandon electric motorcycles.

Harley-Davidson Should Give Up On Electric Motorcycles

From the get-go, Harley-Davidson faced a significant challenge: Price. When the company introduced the all-electric LiveWire following its failed Alta acquisition, it underestimated the financial constraints of today’s buyers. Unlike the well-off individuals who could afford Harley’s pricey bikes as luxury toys, the current generation grapples with financial hardships that make splurging on a five-figure motorcycle a distant dream.

The LiveWire’s staggering $30,000 price tag drew widespread criticism, echoing the misstep of the Alta deal. Despite some positive aspects like solid construction and enjoyable power, the LiveWire struggled to appeal to a market burdened by income inequality and financial pressures.

Harley’s subsequent efforts to pivot and address the pricing issue with models like the S2 Del Mar and S2 Mullholland at $16,000 each did little to turn the tide. These offerings, while technically sound, failed to resonate with consumers due to their high cost and limited range. Moreover, the decision to maintain Harley’s traditional look for the electric bikes contradicted the narrative of attracting a new, forward-thinking audience.

As a result, LiveWire’s financial woes continued to mount, with significant operating losses in successive years and dismal sales figures. The brand’s decision to rebrand as a standalone entity, separate from Harley-Davidson, and launch new electric models did not yield the anticipated results.

Harley-Davidson’s reluctance to adapt its pricing strategy and product lineup to align with changing consumer preferences has put its electric venture in jeopardy. With mounting losses and lackluster sales, the future of LiveWire remains uncertain. The company must revisit its approach to electric bikes and consider a more radical overhaul to stay relevant in an evolving market landscape.