MILWAUKEE, May 10, 2021 /PRNewswire/
-- Harley-Davidson, Inc. ("Harley-Davidson") (NYSE: HOG) today
announces the launch of LiveWire as an all-electric motorcycle
brand.
LiveWire is more than a motorcycle. LiveWire plans to redefine
electric, delivering the best experience for the urban rider, with
personality and soul. LiveWire creates a unique connection between
rider and vehicle. Today, the next chapter in the LiveWire journey
begins.
Jochen Zeitz, chairman,
president and CEO of Harley-Davidson:
"One of the six pillars of The Hardwire Strategy is to lead in
electric – by launching LiveWire as an all-electric brand, we
are seizing the opportunity to lead and define the market in
EV. With the mission to be the most desirable electric motorcycle
brand in the world, LiveWire will pioneer the future of
motorcycling, for the pursuit of urban adventure and
beyond. LiveWire also plans to innovate and develop technology
that will be applicable to Harley-Davidson electric motorcycles in
the future."
The first LiveWire branded motorcycle is scheduled to launch on
July 8, 2021 and to premiere at the
International Motorcycle Show on July 9,
2021. For more information and updates, register at
livewire.com.
Unique lineage: LiveWire draws on its DNA as an
agile disruptor from the lineage of Harley-Davidson, capitalizing
on a decade of learnings in the EV sector and the heritage of the
most desirable motorcycle brand in the world.
Motorcycles + beyond: with an initial focus on the
urban market, LiveWire will pioneer the electric
motorcycle space, and beyond.
Virtual HQ: innovating by design and attracting
industry-leading talent, LiveWire will be headquartered virtually,
with initial hubs in Silicon Valley, CA (LiveWire Labs) and
Milwaukee, WI.
Marketplace: from launch, LiveWire will work with
participating dealers from the Harley-Davidson network as an
independent brand. An innovative go-to-market model will blend
digital and physical retail formats, tailoring the experience to
the local market and allowing customers to discover LiveWire on
their own terms.
Dedicated showroom: seizing the opportunity to lead
in EV and innovating across the customer journey, LiveWire will
operate dedicated EV showrooms in select locations, starting in
California. Here customers will be
able to experience the LiveWire brand in an immersive and
innovative way.
Technology focus: with a dedicated focus on
EV, LiveWire plans to develop the technology of the
future and to invest in the capabilities needed to lead the
transformation of motorcycling. LiveWire expects to benefit
from Harley-Davidson's engineering expertise, manufacturing
footprint, supply chain infrastructure,
and global logistics capabilities.
Technology sharing: Harley-Davidson and LiveWire
intend to cooperate and share their technological advancements to
ensure an industry leading application in their respective core
segments.
About Harley-Davidson:
Harley-Davidson, Inc. is the parent company of Harley-Davidson
Motor Company and Harley-Davidson Financial Services. Our
vision: Building our legend and leading our industry
through innovation, evolution and emotion. Our
mission: More than building machines, we stand for the
timeless pursuit of adventure. Freedom for the soul. Since
1903, Harley-Davidson has defined motorcycle culture with an
expanding range of leading-edge, distinctive and customizable
motorcycles in addition to riding experiences and exceptional
motorcycle accessories, riding gear and apparel. Harley-Davidson
Financial Services provides financing, insurance and other programs
to help get Harley-Davidson riders on the road. Learn more
at www.harley-davidson.com.
Cautionary Note Regarding Forward-Looking Statements
The company intends that certain matters discussed in this press
release are "forward-looking statements" intended to qualify for
the safe harbor from liability established by the Private
Securities Litigation Reform Act of 1995. These forward-looking
statements can generally be identified as such by reference to this
footnote or because the context of the statement will include words
such as the company "believes," "anticipates," "expects," "plans,"
"may," "will," "estimates" or words of similar meaning. Similarly,
statements that describe or refer to future expectations, future
plans, strategies, objectives, outlooks, targets, guidance,
commitments or goals are also forward-looking statements. Such
forward-looking statements are subject to certain risks and
uncertainties that could cause actual results to differ materially,
unfavorably or favorably, from those anticipated as of the date of
this release. The risks and uncertainties that could cause actual
results to materially differ from these statements include, among
others, the COVID-19 pandemic, including the length and severity of
the pandemic across the globe and the pace of recovery following
the pandemic and the company's ability to realize expectations
concerning market demand for electric models, which will depend in
part on the building of necessary infrastructure, as well as
matters noted by the company in its filings with the SEC including
but not limited to those described under "Item 1A. Risk Factors" in
the company's Annual Report on Form 10-K for the year ended
December 31, 2020 filed with the SEC on February 23, 2021 and in Part II, Item 1A of the
subsequently filed Quarterly Reports on Form 10-Q. Shareholders,
potential investors, and other readers are urged to consider these
factors in evaluating the forward-looking statements and are
cautioned not to place undue reliance on such forward-looking
statements. The forward-looking statements included in this press
release are only made as of the date of this press release, and the
company disclaims any obligation to publicly update such
forward-looking statements to reflect subsequent events or
circumstances.
### (HOG-F)
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SOURCE Harley-Davidson, Inc.