The electric Harley-Davidson struggles

Harley-Davidson is the classic motorcycle company we all know and love. They’ve been struggling recently due to their aging market share and the inability of millennials to afford their products. Harley-Davidson has been attempting to appeal to a younger market with products such as their new electric motorcycle called the LiveWire, but with an MSRP starting price of $29,799 it appeals to mostly their older customers.

Harley-Davidsons tend to hold their value, unlike most vehicles. Considering millennials can’t afford to have children or buy property, the LiveWire may be a practical investment. Need cash? You can always sell it to your dad. You know your mom wouldn’t let him buy one otherwise! The LiveWire can always be financed with the assistance of Harley-Davidson Financial Services.

LiveWire

The LiveWire was months late reaching Harley-Davidson dealers which is probably where the start of the troubles began. With no buildup to prime riding season, most riders had likely already sorted out their motorcycle for the summer and purchased something else.

When the LiveWire finally did arrive, it’s not that the younger buyers didn’t like what they saw, it was that they couldn’t afford it! At a starting price of $29,799, the LiveWire is an investment. Unfortunately, it’s an investment its target market either cannot afford or doesn’t want to make.

Harley-Davidson has been attempting to appeal to a younger market with products such as their new electric motorcycle called the LiveWire, but with a MSRP starting price of $29,799 it appeals to mostly their older customers.

Harley-Davidson’s cheapest motorcycle starts at $7,599. Realistically this is the price point that anything geared towards millennials should start at. For a starting price of $29,799 what exactly are you getting? Well if you take a look at the photo, it is definitely a beautiful motorcycle so it definitely has that going for it.

The LiveWire is offered in three shades – Vivid Black, Orange Fuse, and Yellow Fuse. It features 105hp with a 15.5 KWH Rechargeable Energy Storage System and a range of 146 miles. The motorcycle can be recharged to 100% within 60 minutes with a DC Fast Charge.

Harley-Davidson Livewire comes with an H-D Revelation Powertrain.

The permanent magnet electric motor can produce 100 percent of its rated torque instantly.

It’s built on a light, rigid, cast aluminum frame allowing for tight responsive handling. It sits on fully adjustable front and rear suspension allowing the rider to fine-tune to their own comfort. This suspension is locked into H-D Michelin Scorcher Sport Tires. The rider controls and dashboard include a 4.3″ full-color display.

The Harley-Davidson LiveWire currently comes with free charging up to 500KWH or two years AND free DC Fast Charge at participating Harley-Davidson dealerships which is a great bonus.

As with most Harley-Davidson motorcycles, the LiveWire is highly customizable and this can be done directly through your Harley-Davidson dealer.

 Pixabay

Harley-Davidson strategy

Harley-Davidson has been in turmoil in recent years, and even though it appears to be struggling with the millennial crowd, they do seem to be repositioning themselves for a brighter future.

It may seem counter-intuitive to present the most expensive electric motorcycle first and hope it appeals to millennials. But, this paves the way for cheaper versions. Production-wise, the cheapest and best method for the manufacturer is to start with the most expensive model that the cheaper models will be built off of.

Harley-Davidson’s cheapest motorcycle starts at $7,599. Realistically this is the price point that anything geared towards millennials should start at.

As Harley-Davidson tends to appeal to older riders, it brings the attention of the electric motorcycle to the parents first, who are then likely to pass on the information through word of mouth. That might pull younger buyers into the store, even if just to take a look at the LiveWire.

Now that interest has been sparked and the kinks worked out production-wise, Harley-Davidson can move to cheaper productions and cheaper models. Hopefully, this is their strategy.

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