Mac Mike· Registered
The Livewire is a sales flop for Harley so far.HD made a bad decision by overpricing the bike. It may have brought a few people into the EV bike segment but the majority of buyers are true Harley loyalists.Hello, everyone. I am in the process of conducting research into Harley Davidson for a stock pitch and am closely examining their push into the electric motorcycle market as an area for future growth. I am curious to hear your thoughts on the Livewire and how it stacks up to other bikes in the space. For example, Zero's SR/S is competitively priced and I am curious as to why you think the Livewire is (or is not) superior. Is the price premium worth it to own a Harley? It seems as though Harley is attempting to target a new customer segment as the majority of HD's loyal customer base is committed to combustion motorcycles at least for now. In line with this, do you think there is the possibility for broad appeal of an electric bike among riders broadly if the technology progresses?
Bottom Line: Please share any thoughts you have on the Livewire, why you bought one, and how you see the future of Harley Davidson electric motorcycles. I greatly appreciate your help. Feel free to comment on any aspect of this post.
You mention Zero. A lot of people mention that Zero has a fit and finish issue but the Livewire is not a 5k to 10k better quality bike. Plus Zero has different models for different riding segments. I don't know how well your versed in the E-motorcycle world but you should have mentioned Energica also as part of the competition. The Energica models run circles around the Livewire IMHO! Zero and Energica were selling E-Bikes for years before Harley came out with the Livewire in 2019. The big problem for the competition is a small dealer network compared to HD. Even with HD's dealer network only 150 dealers became Livewire authorized out of 700 dealers total when the Livewire came to market.
Since your making a pitch for HD stock I would wait a couple of years to see if the new management team and corporate plan to get Harley back to sound financial footing works out. I know the stock market is buy low and sell high but HD is a big risk right now. What will bring life back to HD is their ICE motorcycles and not the electric segment.