Harley-Davidson Livewire Project
Harley-Davidson Livewire Project | |
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Harley Davidson Project Livewire
In keeping
with the companys customer-led product development approach, starting next week
select consumers across the country will be able to ride and provide feedback on
the bike, helping to shape the future of Harley-Davidsons first-ever electric
motorcycle.
While not for
sale, Project LiveWire is specifically designed for the purpose of getting
insight into rider expectations of an electric Harley-Davidson motorcycle.
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.
Spurred by
this heritage, the Project LiveWire Experience invites customers to test ride,
provide feedback 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.
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.
This
builds on many recent reinvention successes for
Harley-Davidson, said Levatich. In just the last few years,
weve broadened our reach to serve an increasingly diverse
society, as well as reinvented our approach to product
development and manufacturing. This has resulted in cutting-edge
products like the recently launched Project Rushmore touring
bikes, Harley-Davidson Street 500 and 750 models and this reveal
of Project LiveWire.
An
Innovative Approach to Advance the Possibilities of Personal
Freedom
This exciting new ride blends the companys styling heritage
with the latest technology to deliver a new expression of the
signature Harley-Davidson look, sound and feel.
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 bike
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.
Longer term
plans for retail availability of Project LiveWire will be
influenced by feedback from riders along the Project Livewire
Experience tour.
We offer a
no excuses riding experience in everything we do and we are led
by what our customers tell us matters most, said Richer.
Because electric vehicle technology is evolving rapidly, we are
excited to learn more from riders through the Project LiveWire
Experience to fully understand the definition of success in this
market as the technology continues to evolve.
Helping
Preserve and Renew the Freedom to Ride for Generations
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.
Source
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