-
the price issue: between ideal and purchasing power
The launch price of the first LiveWire was 29,799 US dollars – equivalent to around 27,300 euros at the time. Adjusted for inflation, that would be around 37,050 US dollars or around 34,200 euros today. A proud price for a motorcycle that was primarily intended to appeal to younger buyers. However, the economic reality of this target group – characterized by student loans, stagnating wages and a high cost of living – stands in stark contrast to such price tags.
Harley-Davidson did react and later lowered the price of the revised LiveWire ONE to around 23,000 US dollars (approx. 21,300 euros). However, even this amount is still significantly higher than the entry-level price of many competitors – including the established electric pioneer brand Zero Motorcycles. The new S2 models from LiveWire (from 16,000 US dollars, approx. 14,800 euros) are intended to close this gap, but also remain in the premium segment – and therefore difficult to reach for many potential buyers.
-
sales and brand image: a balancing act
Initially, Harley sold the LiveWire models through its own dealer network – a move that did little to ensure success. Anyone entering a Harley-Davidson dealership is usually looking for classic cruisers such as the Road Glide or Fat Boy, not a futuristic e-bike. The mismatch between brand expectations and product range was obvious.
It was not until three years after the market launch that Harley decided to spin off LiveWire as an independent brand, complete with its own sales network and showrooms – initially in California and later in Europe. But by then a lot of trust had been lost. The new brand not only had to differentiate itself from the parent company, but also live with its legacy – including all the prejudices.
-
strategy with half a heart: Harley’s hesitation slows down LiveWire
Harley-Davidson apparently wanted to do both with LiveWire: benefit from the e-bike trend without damaging its classic image. But this balancing act failed. The spin-off of LiveWire came late and the identity of the brand remained vague for a long time.
Added to this is Harley’s mixed history with non-traditional projects. Examples such as Buell, MV Agusta and Alta Motors show that although the group likes to promote innovation, it rarely sticks to it in the long term. So it’s no wonder that potential customers are hesitant: How secure is the supply of spare parts? Will the brand even still exist in five years’ time?
-
charging infrastructure: a real problem, but not the only one
Jochen Zeitz sees the inadequate charging infrastructure in particular as a stumbling block for LiveWire – and he’s not entirely wrong. The first models, such as the original LiveWire and the LiveWire ONE, were equipped with DC fast-charging capability – an advantage over Zero. However, the new S2 models only rely on level 2 charging, which is cheaper but involves longer charging times.
This becomes a problem outside urban areas in particular: if you’re on the move, you need to recharge on the go – and don’t want to have to pause for hours to do so. The variety of charging stations, incompatible payment systems and limited range exacerbate this problem.
-
the figures speak for themselves: a weak market launch
The sales figures for LiveWire have been disappointing so far. Just 33 bikes were sold in the first quarter of 2025 – just as few as in the weakest previous quarter. The previous peak was in the fourth quarter of 2023 with 514 units, which was largely thanks to the launch of the S2 Del Mar. However, the hoped-for upward trend failed to materialize.
New competition is also making things difficult: brands such as Maeving from the UK offer comparable performance for less than 10,000 US dollars (approx. 9,200 euros). Models such as the RM1S or the Blackout Edition appeal to design-conscious customers and significantly undercut LiveWire in terms of price.
Conclusion: lots of potential, but strategically wasted
The idea behind LiveWire was the right one: an innovative electric motorcycle for the future. However, implementation, pricing, marketing and sales strategy have slowed the project down so far. The charging infrastructure may be part of the problem – but it is by no means the only reason for the current difficulties. If you want to successfully establish the e-motorcycle, you have to deliver more: affordable prices, a clear brand identity, reliability and genuine trust.
