Harley-Davidson Considering Entrance into e-Scooter Market

LiveWire: H-D’s Flagship Electric Motorcycle

Some recent moves made my Harley-Davidson points in the direction of the company’s embrace of electric vehicles of the two-wheel variety. LiveWire and some other concepts indicate the iconic motorcycle company wants a piece of where the future lies in electric transportation.


Included in the future is the growing consumer appetite for renting their transportation rather than owning. H-D vice-president of product portfolio, Marc McAllister spoke on CNN business about the e-bike rental platform. McAllister said that the fast-growing e-bike platform is more of a commodity market place and H-D is exploring how it could offer its brand to customers in this type of platform.


The thought of Harley-Davidson, so well-known as the bike of choice for serious bikers, is considering a life in the world of cute little electric scooters, is a bit mind-bending. But the company has faced enormous pressure over the past few years in what has become a frighteningly competitive market for big bikes.


So, it’s not so surprising that the company has plans to introduce a naked motorcycle, an adventure tourer, and even a small-cap bike for consumers in places like India.
The company is now working on launching a full-electric ecosystem for its LiveWire. It is likely that entrance into the e-scooter space will bring more riders to the bond with Harley.

James Cannon

About James Cannon

James Cannon is an experienced hedge fund analyst. He has served on the advisory boards for various different Fortune 500 companies as well as serving as an adjunct professor of finance. James Cannon has written for a variety of Financial Magazines both on and off line. Contact James at james[at]businessdistrict.com