Harley Davidson is facing a dilemma. As the average age of its riders is going up, sales of its traditional V Twin motorcycles are going down. People buying Harleys today are more apt to have a Buick home in the garage than a sports car. Will an electric motorcycle broaden the brand’s appeal?
Harley knows it has to do something to offset its shrinking customer base. It says it will introduce 100 new models in the next ten years as it tries to find a recipe to appeal to younger riders. At least one of those new Harley Davidsons will be electric.
Speaking to journalists recently in Sydney, Australia, Bill Davidson, vice president of the Harley-Davidson Museum in Milwaukee and great grandson of company founder William A Davidson, confirmed that an electric motorcycle is part of the company’s long term plan.
“We’re excited about our future,” he said. “We actually showed a prototype of the electric Livewire [a few years ago] and that project is alive and well. We don’t know yet when we’re going to introduce it but it is progressing well and we will eventually introduce it. “It is an amazing motorcycle,” he went on to say. “While it doesn’t have a 45-degree, push rod twin cylinder engine it has the performance expected from a Harley Davidson, even it won’t sound the same,” he said.