Innovation has not exactly been the core of H-D’s brand. Before the Street 750/500, their only really new bike in living memory was the V-Rod, which has always been a weird cousin in the brand family. For decades, while some marques traded on novelty and new models, Harley built their brand on nostalgia – er, I mean “heritage.”
Lately (belatedly?), though, they have realized that unless they want to start competing with Invacare, they need to broaden their brand. This is tough, because that heritage is a huge reason why a lot of people love Harley. Abandoning their past would be brand suicide. Even the XR1200, a timid departure and a fantastic bike, just didn’t work for them (we could argue about whether they gave it adequate marketing support).
So Harley’s decision to unveil the Livewire Project electric bike – leapfrogging Honda, BMW, and all the other majors you might expect – is laudable, bold, strong, and kickin’ awesome. This really changes what we can expect from The Motor Company. Suddenly they are in a position to push engineering advances on other brands. We’ve been waiting for the moment that would take full-size performance electric bikes from the fringe to the mainstream, and this might be it. Any remaining electric bike skeptics can shut their collective pie-holes – at least for the moment.
There are other electrics already on the market struggling to get a foothold: Brammo, Zero, and the mind-blowing Mission. Other than a bar-and-shield badge, what makes the Livewire different? The two most important differentiators for the Livewire that the other electric bikes lack actually have nothing to do with the bike itself: distribution and production capacity.
Harley has a massive international dealer network. They’re practically in the lobby of every Applebee’s. As soon as this bike is ready to hit the street, there will be one in a showroom close to you. It will be easy to test-ride, and that, pals, is the only way to sell a bike. Prediction: there WILL be a waiting list for this bike. Add to this their ability to throw serious production capacity at any new endeavor (albeit maybe in India), and they will be able to feed that need.
Of course, the ride itself is critical. Harley has always preached the gospel of torque, and the additional of a big electric shows they weren’t just TV evangelists but true believers. Riding an electric bike can turn any route into the Road to Damascus. Halleluiah.
The genius of the Livewire really is the styling, though. How do you balance Harley’s tough, old-school image with forward-looking tech and modernity? The V-Rod kind of failed to answer that demand, and I believe that is the main reason it hasn’t been more successful. The Livewire nails it. How do you build a design around an engine that, well, isn’t much to look at? The first correct decision they made was to not make this a cruiser. This is a – a what? a naked? sport? streetfighter? bobtail X-wing?
The trellis frame takes the place of the engine as the compositional anchor, tying the whole together and paring well with the swingarm. The bike is stout but small and agile-looking. It is built like a swimmer, with huge lats and its head way down. Practically the only nod to “heritage” is the chrome belly, which is more of a wink than a nod, giving the bike a – dare I say – touch of class and keeping it from being too emo.
Fact is, this isn’t only the baddest looking electric bike I’ve seen, but by far the baddest looking Harley in the line up. It just sneers at any Heritage Softail or Custom Fatglide. Yet still is is beautiful, probably because all these design moves are rather subdued. The branding identity is subtle but unmistakable (even if the grayed-out tilted logo idea seems to be stolen from the 2013 Star Bolt).
Harley also has the marketing horsepower to make this happen. Just as they placed the Street in the latest Captain America movie, the Livewire will be in the next Avengers movie: “Avengers Ad Nauseam.” It has already been featured on CBS, who spent an inordinate amount of time focused on the lack of potato-potato sound, which maybe says more about network news’ fixation on the obvious than anything else. They barely mentioned the 53-mile range which, if not fixed, could be the Livewire’s fatal flaw.
The Livewire should actually help those other electric bike brands. Any promotion for the Livewire will raise awareness of electric bikes in general, and not every potential buyer will want the Harley. I don’t think Harley is eating their lunch; they’re making the pie bigger. It changes electric bikes from being just the fringe choice for the super-eco-conscious: this makes it a serious competitive choice, as it should be. This is NOT a Prius. Does this say that Harley cares about the environment? No, it says something much more important: that Harley cares about young riders.
Just when Indian hit H-D in the solar plexis (i.e. Sturgis), Harley spins and uppercuts the industry. Who thought a fat guy had moves like that? It’s a beautiful thing to see.