Envision attracting new consumers while staying true to your roots
When you hear Harley-Davidson, you think bikes, boots, black leather and badass attitude. But what happens when you add the word ‘electric’ to that list? It’s certainly not the first thing that comes to mind, but that’s just fine with Harley Davidson. Always pushing forward with an independent spirit, Harley aims to change the conversation with their electric bike prototype, Project LiveWire.
It’s a bold new product from a company known for its powerful, customizable machines. It’s also a bold move to gain the attention of a new segment of riders who would love to have some eco with attitude.
Inspire a new way to for consumers to see and experience your legacy brand
In a world where electric vehicles have been characterized as less than ideal when it comes to power, Harley has an uphill battle to fight to maintain its identity as a builder of powerful bikes.
So to see if Project LiveWire is ready for the road, Harley is hitting the road. They are doing a 30-city tour around the U.S. and will go international in 2015, to get real feedback from real riders, whether they are Harley diehards or curious newcomers who want to see how this old-school brand is innovating for the future.
And though this electric bike is just a test, it gives motorcycle fans a breath of fresh air from a brand that’s built up quite a legacy since it began back in 1903. This new concept will most certainly usher in a new generation of rider, one who gets all the innovation wrapped up in a sleek, black Harley.
But it also might give some of the more traditional HOG (Harley Owners Group) members a reason to pause and think about their beloved brand and where it’s headed in the future. Do they see this as a departure, or just another reason to be proud that they align with the rebellious, “I don’t care, I’ll do it anyway” spirit that’s at the heart of Harley-Davidson?
Ignite brand loyalty from a new generation of riders
Rising fuel prices. Stricter emissions standards. Being first to market with a “true” electric motorcycle. There are plenty of reasons why Harley-Davidson produced Project LiveWire. On top of the reasons listed above, this bike gives them the inroads to a new generation of riders who live every day with the latest and greatest in power and innovative technology (don’t we see that more and more, in everything from cars to smartphones to computers and even thermostats?).
And with this product evolution, Harley-Davidson proves old dogs have plenty of new tricks to appeal to millennials and beyond.
With more manufacturers producing hybrid and electric vehicles, Harley puts their trailblazing spirit into setting the standard for a product market that has yet to hit.