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.
The Challenge of High Costs
One of the primary challenges Harley-Davidson faces with the LiveWire is its high cost. At nearly $30,000, the LiveWire is priced similarly to many mid-range cars, making it a significant investment for potential buyers. This price point is particularly daunting for younger riders, who may not have the disposable income to spend on a high-end motorcycle. Additionally, the federal tax incentive of $2,500, while helpful, does not significantly offset the high initial cost.
In comparison, other electric motorcycles and even some electric cars offer more affordable options. For instance, the Zero SR/F, another electric motorcycle, starts at around $19,000, making it a more accessible option for those interested in electric two-wheelers. Furthermore, electric cars like the Nissan Leaf or the Chevrolet Bolt offer more practicality and utility for a similar price range, making them more appealing to environmentally conscious buyers.
Appealing to Younger Riders
Harley-Davidson’s traditional image of loud, heavy cruisers has not resonated well with younger riders. The LiveWire represents a significant shift in the company’s strategy to attract a new demographic. However, the question remains whether this shift is enough to rejuvenate the brand.
Younger riders tend to prioritize different features in their motorcycles. They often look for bikes that are lightweight, agile, and technologically advanced. The LiveWire, with its electric powertrain and modern design, does cater to some of these preferences. It offers impressive acceleration, advanced electronics, and a sleek, futuristic look that sets it apart from Harley’s traditional lineup.
However, the limited range of 110 urban miles could be a drawback for some riders. While this range is sufficient for daily commuting and short trips, it may not be adequate for longer rides or touring, which are activities many motorcyclists enjoy. Additionally, the current charging infrastructure for electric vehicles is still developing, which could pose challenges for riders looking to travel longer distances.
Environmental Considerations
The shift towards electric motorcycles is part of a broader trend towards sustainability and reducing carbon emissions. For environmentally conscious consumers, the LiveWire offers an opportunity to enjoy motorcycling while minimizing their environmental impact. Electric motorcycles produce zero tailpipe emissions, which is a significant advantage over traditional internal combustion engine bikes.
Moreover, the LiveWire’s performance is another selling point. Electric motors provide instant torque, resulting in rapid acceleration and a smooth, quiet ride. This performance aspect could appeal to younger riders who value speed and agility.
However, the environmental benefits of electric motorcycles must be weighed against the environmental impact of their production and the source of the electricity used to charge them. If the electricity comes from renewable sources, the overall environmental impact is reduced. However, if it comes from fossil fuels, the benefits are less clear.
In conclusion, while the LiveWire represents a bold step for Harley-Davidson in attracting younger riders and embracing sustainability, it faces significant challenges. The high cost, limited range, and competition from more affordable electric motorcycles and cars are hurdles that the company must overcome. Whether the LiveWire will be enough to revitalize the Harley-Davidson brand remains to be seen, but it is undoubtedly a step in the right direction.
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