Harley-Davidson has unveiled the Project LiveWire, its first electric motorcycle.
In keeping with the company’s customer-led product development approach, select consumers will be able to ride and provide feedback on the bike from next week, said a statement.
Matt Levatich, president and chief operating officer, Harley-Davidson Motor Company, said: “America at its best has always been about reinvention. And, like America, Harley-Davidson has reinvented itself many times in our history, with customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history.”
The Project LiveWire Experience invites customers to test ride, provide feedback and learn more about the story of the motorcycle.
Those who do not yet ride will have the opportunity to feel the power of Project LiveWire through Jumpstart – a simulated riding experience.
A 2014 US tour will visit more than 30 Harley-Davidson dealerships through the end of the year, and in 2015, the Project LiveWire Experience will continue in the US and expand into Canada and Europe.
“This builds on many recent reinvention successes for Harley-Davidson.” said Levatich.
“In just the last few years, we’ve broadened our reach to serve an increasingly diverse society, as well as reinvented our approach to product development and manufacturing. This has resulted in cutting-edge products like the recently launched Project Rushmore, Street 500 and 750 and this reveal of Project LiveWire.”
Mark-Hans Richer, senior vice president and chief marketing officer, said: “The sound is a distinct part of the thrill. Think fighter jet on an aircraft carrier. Project LiveWire’s unique sound was designed to differentiate it from internal combustion and other electric motorcycles on the market.”
The long-term plans for retail availability of Project LiveWire will be influenced by feedback from riders along the Project Livewire Experience tour, said the statement.