Harley Davidson logo is displayed on a motorcycles fuel tank on June 06, 2015 in Bucharest, Romania.

© Mihocphoto | Dreamstime.com

Harley-Davidson Will Roll Out an Electric Motorcycle in 2019

A fuel-hog this cycle is not

July 30, 2018

Back in 2014, Harley-Davidson got the world revved-up when it rolled out the LiveWire electric concept motorcycle. Now, the iconic motorcycle maker is set to officially launch an electric hog.  

CEO Matthew Levatich told businessinsider.com, "The EV market is in its infancy today and we believe it will drive excitement into our sport globally in both traditional and nontraditional spaces," he said following Harley's reporting of weak fourth-quarter, alongside full-year 2017, earnings.

""You've heard us talk about Project LiveWire," he added. "LiveWire is an exhilarating, no excuses, electric Harley-Davidson. Over 12,000 riders told us so through the demo rides we provided around the world and it's an active project we're preparing to bring to market within 18 months."

The motorcycle industry is recovering from some rocky years, but is still struggling to attract new riders. Electric motorcycles are promising both because they hold futuristic appeal and aren't as challenging to learn to ride as traditional bikes, with tricky clutches and big, loud rumbling motors. Best of all, electric bikes are reportedly plenty fast.

Harley's challenges are well understood, so some futuristic position is certainly called for from management. It works for Tesla, and it's begun to work more recently for GM, which last year outlined a big electrification push.