Sales over at Harley-Davidson are hurting as older riders are retiring and new riders aren’t replacing the losses. Harley thinks at least some of the issue is that its traditional loud cruisers don’t appeal to younger buyers. For these folks, Harley has the LiveWire that will launch as a 2020 model.
LiveWire is an electric motorcycle that has an MSRP of $29,700 before a federal tax incentive worth $2,500. Harley might think that the lack of bikes that appeal to younger riders is the problem, but it is overlooking what many see as the real issue.
It’s motorcycles cost as much as a nice car. Those bent on being green can get a Hyundai Kona for not much more than the LiveWire and use it all the time and carry stuff with them. Motorcycles are seen as toys and when buyers can roll into a Japanese brand’s store and ride out for a fraction of the LiveWire’s MSRP, the Harley is a tough sell. LiveWire is rated at 110 urban miles; it’s hard to imagine the LiveWire is going to save the Harley-Davidson brand.
Filed Under: Auto News