Harley-Davidson Electric Motorcycles: Should They Continue?

Following a three-week evaluation with the company’s LiveWire model, my primary conclusion is that Harley-Davidson ought to persist in the development and production of electric motorcycles.

While I had previously experienced the bike on a dedicated track in 2019, that initial ride wasn’t sufficient to fully appreciate the nuanced characteristics of this 105 horsepower motorcycle. After logging close to a month and a thousand miles of operation with the LiveWire, I believe it represents the most groundbreaking motorcycle Harley-Davidson has ever created.

This isn't to suggest it's without shortcomings, especially concerning its cost. However, given the trend of decreasing sales figures and the demographic shift as Harley-Davidson’s core customer base – those favoring traditional, gasoline-powered bikes – ages, the company required a new strategic direction.

Harley-Davidson’s Initial Electric Vehicle

Harley-Davidson achieved this with the LiveWire, initially conceived as a design study and subsequently evolved into the company’s inaugural production electric vehicle, launched in late 2019. This electrically powered motorcycle is intended to serve as an addition to, rather than a substitute for, Harley-Davidson’s established range of high-end internal combustion engine cruisers.

Established in Milwaukee in 1903, Harley-Davidson established a presence in Silicon Valley in 2018, outlining ambitions to introduce a future portfolio of electric vehicles—spanning motorcycles, bicycles, and scooters. The LiveWire, priced at $29,799, represented the first step in this direction, although recent financial challenges and the economic downturn caused by the COVID-19 pandemic have created uncertainty regarding Harley-Davidson’s electric vehicle strategy.

Regarding its performance capabilities, the LiveWire can accelerate from 0 to 60 mph in 3 seconds, reach a maximum speed of 110 mph, and attain an 80% charge in 40 minutes when connected to a DC Fast Charger. The motorcycle’s 15.5 kWh battery and magnetic motor generate 86 ft-lbs of torque.

The LiveWire, weighing 548 pounds, boasts an advertised city range of 146 miles (and 95 miles for combined city and highway driving). This electric Harley-Davidson is also equipped with Internet of Things (IoT) connectivity and is compatible with a mobile application, offering pre-set riding modes—which provide varying combinations of power, torque, and regenerative braking—along with the option to customize riding profiles.

Harley-Davidson incorporated several premium features into the LiveWire, including key fob functionality, an anti-theft system, and a subtle, pulse-like vibration within the motorcycle.

This feature serves as a reminder to the rider that the LiveWire—which operates silently when stationary—remains active. While in motion, the motorcycle is exceptionally quiet; however, Harley-Davidson—renowned for the distinctive sound of its internal combustion engines—has engineered a unique electric sound derived from the vehicle’s mechanical components. This faint hum provides the motorcycle with a recognizable auditory signature as an electric Harley-Davidson.

The ride

The LiveWire, being an electric motorcycle, exhibits impressive balance considering the concentration of its weight – the battery – in a single location on the vehicle.

Weighing in at over 500 pounds, it isn’t particularly heavy when compared to traditional Harley-Davidson cruisers, but it is substantial for a standard sport bike. While its weight is noticeable when maneuvering it within a garage, skillful frame design effectively minimizes this sensation once the LiveWire is in motion.

During my initial evaluation of the LiveWire on a racetrack in 2019, I observed that it embodied the emerging characteristics of the electric motorcycle experience: substantial torque and incredibly rapid acceleration accompanied by minimal noise, primarily from the surrounding airflow.

Further experience and diverse riding scenarios with the LiveWire fostered a deeper appreciation for its capabilities. I rode it through the Hudson River Valley and into Manhattan, reached high speeds on I-95, and explored the winding roads near Greenwich. The LiveWire both appears and functions as a high-performance electric motorcycle, often delivering a more exhilarating ride than its gasoline-powered counterparts.

The most striking aspect of riding a LiveWire, in contrast to internal combustion engine (ICE) motorcycles, is its immediate torque and acceleration. The reduced number of mechanical components – and the absence of a clutch or gear shifting – results in a more potent and consistent power delivery than traditional motorcycles. Acceleration is achieved simply by twisting the throttle.

Similar to other high-performance electric motorcycles, the LiveWire’s regenerative braking system – which recovers energy and slows the motorcycle when the throttle is released – also contributes to its performance. The level of regenerative braking can be adjusted either manually or through the motorcycle’s riding modes.

Mastering this technique allows for exceptionally smooth cornering, potentially reducing the need for mechanical braking. By simply modulating the throttle, riders can navigate turns with greater control. This is further enhanced by the motorcycle’s stable handling characteristics. In corners, the LiveWire maintains its trajectory with the precision reminiscent of a futuristic light-cycle.

The overall result is a remarkably fluid riding experience, characterized by uninterrupted acceleration and a distinct lack of engine noise and vibration. The motorcycle’s appealing aesthetics – its design successfully blends the characteristics of an electric vehicle with Harley-Davidson’s signature style – further enhances the experience.

The market

The introduction of the LiveWire positioned Harley-Davidson as the initial major gasoline-powered motorcycle manufacturer to make an electric motorcycle available for purchase legally on U.S. roads.

This step is largely essential for the company, as it, like much of the motorcycle sector within the U.S., has experienced declining revenue and a loss of younger customers over recent years.

Although Harley-Davidson gained an early advantage over established motorcycle companies like Honda and Kawasaki, it is not the sole participant in the electric two-wheeled vehicle market.

Harley-Davidson’s entry into the electric vehicle segment finds it competing with numerous e-motorcycle startups focused on transitioning riders from gasoline-powered bikes to electric and appealing to a new, younger demographic of motorcyclists.

A prominent competitor is Zero Motorcycles, a California-based company with a network of 200 dealerships globally. Energica, an Italian manufacturer, is also increasing the availability of its high-performance electric motorcycles within the United States.

Furthermore, Damon Motors, a Canadian startup, launched its Hypersport model this year, boasting a top speed of 200 mph and a price of $24,000. This motorcycle features unique safety and ergonomic technologies, including adaptable riding positions and blind-spot monitoring.

However, it remains unclear whether sufficient demand exists to accommodate all of these new models, especially considering the global economic downturn caused by the COVID-19 pandemic.

Evaluating the market performance of the LiveWire is challenging due to Harley-Davidson’s lack of specific sales figures for the model. A common criticism has been the motorcycle’s $29,000 price tag. Considering it is only a few thousand dollars less expensive than a Tesla Model 3, the price point appears excessively high – even for a high-end motorcycle. Nevertheless, setting aside the price, which is a significant factor, I believe the company achieved success with the LiveWire in several key areas. Harley-Davidson developed an appealing flagship motorcycle that solidified its position as a credible e-motorcycle manufacturer – maintaining a distinctly Harley-Davidson aesthetic – and generated public enthusiasm for its electric vehicle initiatives.

What’s next?

To fully capitalize on the advantages of a successful initial product like the LiveWire, the company must develop a more widely available subsequent model. In July, Harley-Davidson’s new Chief Executive Officer, Jochen Zeitz, revealed a five-year strategy – known as The Rewire – designed to address decreasing sales and position the company for future success. This plan involves significant organizational changes and a reevaluation of certain planned initiatives, such as the gas-powered Bronx motorcycle, potentially leading to its postponement or cancellation.

Regarding the future of the LiveWire – and the continued development of electric motorcycles – Zeitz has not provided definitive confirmation in recent communications with investors or public statements.

Having spent considerable time experiencing Harley-Davidson’s first electric motorcycle and analyzing the current market, I believe the iconic American manufacturer should persist with its EV program and expand its offerings. They should introduce a follow-up model that delivers the excitement and instant power of the original LiveWire to a broader customer base.

I anticipate the company’s next electric vehicle release could include a scooter option – establishing Harley-Davidson’s presence in the urban transportation sector – and a more accessible e-motorcycle designed for a wider audience.

What might this look like? A model priced around $10,000, weighing less and being more manageable for novice riders than the 549-pound LiveWire; featuring cloud connectivity, smartphone integration, a range of at least 100 miles, and a charging duration of 30 to 40 minutes. An EV styled after Harley’s flat-track motorcycles – with some ability to handle off-road conditions – could prove highly successful.

Achieving the right balance of specifications, design, and price will be particularly crucial for Harley-Davidson in the current economic climate shaped by COVID-19, where motorcycle purchases are likely to be more carefully considered.

However, maintaining a commitment to producing electric vehicles remains Harley-Davidson’s most promising path to attract a younger demographic and maintain its relevance in the evolving world of 21st-century transportation. The Rewire strategy should certainly encompass further development of the LiveWire line.