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www.PowersportsBusiness.com MOTORCYCLE Powersports Business • July 13, 2014 • 37 Future of bike to be determined by consumer test rides at dealerships Combining innovation with heritage, Harley- Davidson in June launched Project LiveWire, the OEM's first electric motorcycle. In keeping with the company's customer- led product development approach, select con- sumers across the country will be able to ride and provide feedback on the bike, helping to shape the future of Harley-Davidson's first-ever electric motorcycle. While not for sale, Project LiveWire is spe- cifically designed for the purpose of getting insight into rider expectations of an electric Harley-Davidson motorcycle. "America at its best has always been about reinvention," said Matt Levatich, president and chief operating officer of Harley-Davidson Motor Co. "And, like America, Harley-David- son has reinvented itself many times in our history, with customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history." Spurred by this heritage, the Project LiveWire Experience invites customers to test ride, provide feedback and learn more about the story of the motorcycle. Even those who don't yet ride will have the opportunity to feel the power of Project LiveWire through Jump- start — a simulated riding experience. A 2014 U.S. tour — kicking off with a jour- ney down Route 66 — will visit more than 30 Harley-Davidson dealerships through the end of the year. In 2015, the Project LiveWire Expe- rience will continue in the U.S. and expand into Canada and Europe. "This builds on many recent reinvention successes for Harley-Davidson," said Levatich. "In just the last few years, we've broadened our reach to serve an increasingly diverse society, as well as reinvented our approach to prod- uct development and manufacturing. This has resulted in cutting-edge products like the recently launched Project Rushmore touring bikes, Harley-Davidson Street 500 and 750 models and this reveal of Project LiveWire." AN INNOVATIVE APPROACH The new bike blends the company's styling her- itage with the latest technology to deliver a new expression of the signature Harley-Davidson look, sound and feel. "Project LiveWire is more like the first elec- tric guitar — not an electric car," said Mark- Hans Richer, senior vice president and chief marketing officer of Harley-Davidson Motor Co. "It's an expression of individuality and iconic style that just happens to be electric. Project LiveWire is a bold statement for us as a company and a brand." The bike offers a visceral riding experi- ence with tire-shredding acceleration and an unmistakable new sound, according to Harley-Davidson. "The sound is a distinct part of the thrill," Richer said. "Think fighter jet on an aircraft carrier. Project LiveWire's unique sound was designed to differentiate it from internal combustion and other electric motorcycles on the market." Longer-term plans for retail availability of Project LiveWire will be influenced by feed- back from riders along the Project LiveWire Experience tour. "We offer a no excuses riding experience in everything we do, and we are led by what our customers tell us matters most," Richer said. "Because electric vehicle technology is evolving rapidly, we are excited to learn more from riders through the Project LiveWire Experience to fully understand the definition of success in this mar- ket as the technology continues to evolve." PSB Harley launches electric bike with LiveWire PHOTO BY NEILSON BARNARD, GETTY IMAGES Harley-Davidson's first-ever electric motorcycle was unveiled in June via its Project LiveWire. THE ANALYSTS REACT Read more about the reaction to LiveWire from analysts who cover the HOG stock online at PowersportsBusiness.com.