Harley-Davidson's electric motorcycle sales have declined since the company launched its LiveWire brand
Harley-Davidson introduced the LiveWire electric motorcycle in 2019 as its first mass-produced electric bike, priced around $30,000. Sales started strong but have slowed significantly. In 2023 and into 2024, the company reported lower-than-expected demand for electric models compared to its traditional gas-powered motorcycles, leading Harley-Davidson to restructure its electric vehicle strategy and reduce production targets.
The decline reflects a broader challenge facing the motorcycle industry: consumers who buy Harley-Davidson bikes often prioritize the engine sound, vibration, and cultural identity tied to traditional motorcycles. An electric bike, no matter how well-engineered, removes those core sensory elements that define the Harley experience for many riders.
Key Takeaways
- Harley-Davidson's LiveWire electric motorcycle launched in 2019 at around $30,000 but has seen declining sales as demand fell short of company projections.
- The high price point and limited riding range compared to gas motorcycles made the LiveWire less attractive to traditional Harley buyers and new riders alike.
- Harley's core customer base values the engine sound and vibration of traditional motorcycles, which electric models cannot replicate.
- The company has since shifted strategy, focusing on lower-priced electric models and expanding its product lineup rather than pushing the premium LiveWire.
The price barrier kept most buyers away
At launch, the LiveWire cost nearly twice as much as Harley's entry-level gas motorcycles. A new rider or someone considering switching to electric faced a $30,000 investment with no may provide the bike would suit their needs. By comparison, Harley's Street 500 gas model started around $7,000, making the price gap impossible to ignore.
Harley-Davidson did not offer federal tax credits or rebates that could have narrowed this gap. While some states provided incentives for electric motorcycles, they were inconsistent and often modest. A buyer in California might receive a few thousand dollars in state rebates, but a buyer in Texas received nothing. This patchwork of incentives meant the LiveWire remained out of reach for most consumers shopping on budget.
Range and charging infrastructure created practical concerns
The LiveWire offered roughly 140 miles of range per charge under ideal conditions, but real-world riding—especially highway speeds or cold weather—reduced that significantly. Harley riders traditionally take long weekend trips and multi-day road trips, activities that require either frequent charging stops or a bike that can cover 200+ miles between fill-ups. A gas motorcycle can do that; the LiveWire could not.
Charging infrastructure for motorcycles lagged far behind car charging networks. Riders could not straightforward pull into a Supercharger station designed for Tesla vehicles. They needed dedicated motorcycle chargers or standard outlets, and those were sparse outside major cities. A rider in a rural area or small town faced real uncertainty about whether they could charge their bike during a trip.
The Harley brand identity did not transfer to electric
Harley-Davidson built its reputation over a century on the sound and feel of large V-twin engines. Riders chose Harley partly for the mechanical experience—the rumble, the vibration through the handlebars, the ritual of kickstarting or the familiar engine note. An electric motor is nearly silent and produces no vibration. For many Harley customers, this was not an upgrade; it was a loss.
Younger riders, who might have been open to electric bikes, often did not see Harley-Davidson as a brand for them in the first place. They associated the company with older riders and traditional aesthetics. An electric Harley did not solve that perception problem; it only confused the brand's identity further. Harley was neither the heritage motorcycle brand nor a cutting-edge electric vehicle maker.
Competition from dedicated electric motorcycle makers
By the time the LiveWire launched, other companies were already building electric motorcycles from the ground up. Zero Motorcycles, for example, offered models starting around $8,000 to $12,000 with comparable or better range. These companies had no legacy gas-motorcycle customer base to alienate and no brand identity tied to engine sound. They could market electric bikes as the future without apologizing for what was missing.
Harley-Davidson faced a dilemma: it could not compete on price with dedicated electric makers, and it could not compete on brand loyalty with its own gas motorcycles. The LiveWire sat in an awkward middle, expensive enough to deter budget-conscious buyers and different enough to disappoint Harley loyalists.
Harley's shift toward lower-priced electric models
Recognizing that the premium LiveWire strategy was not working, Harley-Davidson announced plans to introduce cheaper electric motorcycles. The company introduced the LiveWire S2 Del Mar, priced lower than the original LiveWire, and signaled plans for even more affordable models in the future. This shift acknowledged that the company needed to reach price-sensitive buyers and new riders, not just wealthy enthusiasts.
However, this strategy carries its own risk. Harley's brand strength lies in premium positioning and heritage. Flooding the market with cheap electric bikes could further dilute the brand identity without necessarily winning over customers who prefer other electric makers or traditional gas motorcycles.
What the decline means for the motorcycle industry
Harley-Davidson's struggles with the LiveWire offer a lesson for other traditional motorcycle makers considering electric transitions. straightforward building an electric version of an existing brand does not work if the brand's core appeal depends on the engine itself. Customers do not automatically transfer loyalty from gas to electric just because the name stays the same.
The motorcycle market is also smaller and more fragmented than the car market. Harley could not rely on the same volume-based economics that helped Tesla and other car makers scale electric production. Every motorcycle sold represents a more significant percentage of total sales, making each lost customer more visible.
Frequently Asked Questions
Is Harley-Davidson still making the LiveWire?
Yes, Harley continues to produce LiveWire models, but with reduced production targets and a revised product lineup. The company introduced the lower-priced LiveWire S2 Del Mar and has signaled plans for additional electric models at different price points. However, electric motorcycles remain a small fraction of Harley's total sales.
Can you get a federal tax credit for buying an electric motorcycle?
Federal tax credits for electric motorcycles are limited and vary by model and year. Some electric motorcycles may may have access to for state-level rebates, but these differ significantly by location. Check your state's environmental or transportation agency website to see what incentives, if any, are available in your area.
How does the LiveWire compare to other electric motorcycles?
The LiveWire offers solid performance and range but costs significantly more than competitors like Zero Motorcycles. Buyers often choose based on price, brand preference, and available features. The LiveWire appeals to riders who value the Harley name; other brands appeal to those prioritizing affordability or cutting-edge technology.
Why don't electric motorcycles sound like gas motorcycles?
Electric motors produce minimal noise because they have no combustion process, no pistons, and no exhaust. Some electric motorcycle makers add artificial sound through speakers, but it does not replicate the mechanical rumble of a gas engine. This is a fundamental difference that appeals to some riders and disappoints others.
Will Harley-Davidson make cheaper electric motorcycles in the future?
Harley has announced plans to introduce electric models at lower price points than the original LiveWire. The company has not released specific pricing or timelines, but the shift signals recognition that affordability is key to growing the electric motorcycle market.