The Tumultuous Journey of LiveWire in the Electric Motorcycle Market
The Perilous Rise of the First High-Powered Electric Motorcycle
When LiveWire made its debut on the high-capacity and high-power electric motorcycle scene, nothing foreshadowed the arduous challenges that awaited the brand in reaching its target audience nor in building its reputation.
Harley, with its tradition of charismatic and strongly-identified motorcycles, took the calculated risk of launching what would be the first electric motorcycle with the appearance of a muscle beast. The motto being that nothing ventured, nothing gained, at that time the uncertain future of the electric market did not allow for predicting the challenges to come.
Consecutive Economic Losses for LiveWire
The current situation of LiveWire is far from being glorious. The company, independent of Harley-Davidson, suffered an operating loss of 29 million dollars in the first quarter of 2024, adding to losses of 125 million in 2023 and 85 million in 2022.
The sales figures do not inspire much more optimism, with a total of 660 units sold in 2023 and only 117 in the early months of 2024. However, it is worth mentioning the recent launch of the LiveWire S2, a less imposing, more affordable, and more economical motorcycle, which could potentially inaugurate a revival for the brand. Despite this, the facts are there and the numbers speak for themselves.
An Electric Market Full of Questions
Several years after the launch of LiveWire, the high-power electric motorcycle sector remains fraught with uncertainties. The market does seem receptive to small electric motorcycles designed for the city and sharing systems, but proves to be a real puzzle for manufacturers and major brands.
The reluctance, even hostility, of a significant part of the motorcycling community towards this innovation is evident and is explained by several difficult factors to overcome.
The Challenges of Adopting Electric Motorcycles
Decisive factors such as the high price of motorcycles, despite government and regional incentives, the limited range, often lower than the values announced by manufacturers, and the lifespan of the batteries, which implies a significant reinvestment on the part of users, are major issues. These factors also influence the resale value of motorcycles, strongly conditioned by the durability of the batteries. These obstacles, among others, continue to hinder the unveiling of the unexplored potential of the electric motorcycle market.