In an interview with Dezeen, Harley-Davidson CEO Jochen Zeitz revealed that the company's future lies in electric motorcycles. Though the transition may take decades, Zeitz stated that "At some point in time, Harley Davidson will be all-electric. But that’s a long-term transition that needs to happen. It’s not something you do overnight."
He emphasized that the company has always evolved throughout its 120-year history and that this shift towards electric is just a continuation of that tradition.
“Now, like the founders did at the time by trying to reinvent or invent something unique, that’s obviously something that we as a company brand need to do as well. What we’re doing is celebrating our past but also evolving the brand at the same time. It’s a natural evolution that needed to happen.” Zeitz said.
The brand first introduced its electric motorcycle, known as the LiveWire, in 2019 and later spun off its electric operations under the LiveWire sub-brand. The first model under LiveWire, the LiveWire One, was inherited from H-D’s first electric motorcycle and largely just rebadged and upgraded version of the original model.
The LiveWire S2 Del Mar, the company's second electric model, is currently in production and aims to appeal to a younger, urban audience.
Source: Dezeen