Will the company still exist by the time the new vehicle is expected to arrive in dealerhips?
I thoroughly enjoyed the first Harley-Davidson LiveWire.
I rode it on the Brooklyn Formula E circuit a while back when it was first launched, and me and one of the brand’s marketing team members—cheers, Laurence—had an absolute blast hanging at the back of the pack and shredding the circuit. It had power. It had poise. And it looked great.
It did, however, have its drawbacks.
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Case in point, LiveWire is introducing a new motorcycle called the Alpinista on a new S2 platform in a few weeks. There’s a clear challenge, however, as I remain uncertain who the bike is intended for, and it appears LiveWire may still be struggling to define its target audience.
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But the Alpinista’s introduction is peculiar because promotional materials and photos were taken around my location in Northern Utah, an area where I’ve frequently ridden various electric motorcycles, such as the Zero FX and DSR/X. This region is known for its winding mountain roads, stunning vistas, and crisp mountain air, which makes it an ideal location for showcasing the Alpinista. It appears LiveWire is targeting individuals who either aspire to or currently ride such roads – namely, people like myself.
Yet, riding an electric motorcycle on these routes I have, which I happen to own, always falls short, as range anxiety kicks in or is simply unfeasible. I actually loaded the FX into the back of my truck to take it to the road where Harley shot the Alpinista’s video, overlooking the valley below. Why? Because electric motorcycles don’t perform well in the very locations where they’re marketed as suitable. I rode those roads, and not too aggressively, but doing so required me to tow the bike there instead of riding it from my house, which is only twenty-five minutes away.
I can confirm that LiveWire would have had to trailer their bikes to the test location. If the bikes were used in my town or Park City, they would not have been able to complete the ride due to their 77-mile combined range. Furthermore, to conserve energy, individuals could have turned off regenerative braking and coasted down the mountains. The challenge posed by this limitation could influence LiveWire’s future success. How will this reality impact the company’s sales and debt?
Honestly, I want to see LiveWire succeed. I believe electric motorcycles have a role to play in the world of motorcycling, even if I’m not convinced they’re yet at their best. However, when the marketing team at LiveWire makes promises that their bikes can’t fulfill, it becomes very difficult for me to say anything other than the above.
The S2 Alpinista bike is set to make its debut on January 15th, so stay tuned to learn more about this new bike.
Into the Mountains I Depart
- Will LiveWire’s Partnership with Kymco Make a Tangible Difference This Time Around?
- Harley-Davidson Receives Federal Funding, Could Save LiveWire
