- Aug 25, 2009
Since May this year HD do not produce the livewire, livewire, a separate company does. Why HD spun it off as a separate company is a mystery.....
I think the reason was two fold. HD realized that the allure of an electric bike transcends the HD classic mystique. Typical Harley buyers were unimpressed and disinterested. However, the future will be forced electric, so HD created a non-HD traditional brand, like Zero, and others. The new brand has none of the image baggage that the HD brand has for younger (non baby-boomer) perspective e-bike buyers.
It's all about re-positioning the brand for a new generation, who are not interested in the least with HD heritage.