I hadn't heard of this company before but apparently they have the worlds fastest electric production motorcycle- the LS 218. They have recently teased a new model that's coming in March, which beats out the Livewire in nearly every metric. Harley may find the market being pulled out from under them.
There have been electric bike concepts for years, but its just now that they are starting to grow in popularity/demand. It was a very niche audience that would be interested in an electric bike at +$25k.
Competition sparks sales, so all these rivals for the Livewire aren't necessarily a bad thing. People may find with these cheaper models that they are looking for something more premium. They also don't have the legacy and credibility of a HD product.