Business Wars Electric Bikes | 7
Sep 4, 2019
Join automotive journalist Bradley Brownell, an expert from Jalopnik.com, as he navigates Harley-Davidson's bold shift to electric motorcycles. He shares his thrilling test ride of the Livewire, a pivotal model aimed at the urban and eco-conscious market. As baby boomers age out, Harley grapples with attracting younger riders while balancing nostalgia for traditional bikes. The discussion highlights the innovation challenges and the necessity of charging infrastructure, setting the stage for a dramatic transformation in the motorcycle industry.
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Livewire's Design
- The Livewire's design resembles Japanese or Italian sport bikes more than traditional Harleys.
- This departure signals Harley's attempt to attract a new rider demographic.
Harley's Challenges and Livewire's Target Market
- Harley-Davidson faces declining ridership as their core customer base ages.
- The Livewire, at $30,000, targets a new market of affluent, tech-savvy urban riders.
Environmental Concerns
- Motorcycle enthusiasts aren't primarily motivated by environmental concerns.
- They value the riding experience and see motorcycles as having less environmental impact than cars.