Harley-Davidson Appears to Be Serious About Electric Bikes
Harley seems committed to making more than one electric motorcycle in the future.
Getting Serious
When Harley-Davidson revealed the LiveWire, many openly questioned whether or not it was a good idea at all. After all, this is an iconic company that has developed a reputation for building big, brash cruisers, not silent sportbikes. However, it appears that H-D is serious about its electric future, especially after it recently named Ryan Morrissey as its first-ever chief electric vehicle officer (CEVO).
Photos: Harley-Davidson
No Stranger
Morrissey is no stranger to disruptive technologies or developing new business ventures, having spent the last two decades doing both. He comes to Harley from Bain & Company, where he worked as a consultant, senior partner, and head of the automotive and mobility practice in North America.
Photos: Harley-Davidson
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Extensive Experience
"Ryan has extensive experience with leading OEMs, working on building businesses to develop, commercialize and support electric vehicles, said Harley-Davidson CEO, Jochen Zeitz. "I’m excited to have him join the team to help us lead in electric. As we announced in February as part of The Hardwire, we'll be talking more about our electric strategy later in the year."
Photos: Harley-Davidson
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Right Stuff
Zeitz also said that Morrissey has "experience “leading global OEMs in Powersports, heavy equipment, and automotive on developing digital channels, EV product strategy, and software-based services." All of which will obviously be important as the iconic manufacturer attempts to futureproof its lineup.
Photos: Harley-Davidson
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Early Success
Hardwire is centered around just that - a heavy investment in electric motorcycles and the creation of a division solely focused on that. Thus far, MoCo has found some success in that regard, as the LiveWire is already the best-selling electric motorcycle in the U.S., in spite of its lofty $29,799 MSRP.
Photos: Harley-Davidson
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Getting Cheaper
Harley has shown off a few concepts in recent months that preview a variety of forthcoming electric motorcycles, all of which promise to be cheaper than the LiveWire. And those will be critical in attracting new customers and gaining market share in what is shaping up to be a very competitive space.
Photos: Harley-Davidson
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Bright Outlook
The good news is, Harley has a big jump on the competition at the moment, save for Zero, which has been making electric bikes for years now. No other gas-powered motorcycle manufacturer has come close to H-D's progress in the segment, and that bodes well for the future.
Photos: Harley-Davidson
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