Finally, creativity has met with tradition. Harley-Davidson has started its Project LiveWire. The electric motorcycle is going to undergo road-testing pretty soon. The project plans to get a feel for what the ordinary people’s preferences are as regards an electric wheelie.
The President of the company said that since the United States was about reinvention and so was Harley-Davidson, it would be best to see if the new trend caught on with the common folks.
"America at its best has always been about reinvention," said Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. "And, like America, Harley-Davidson 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."
The project lends people an inner view of the history of the Harley-Davidson and seeks their honest and sincere opinions on the matter. A simulated journey will begin soon under the project’s aegis. And over 30 dealerships of the Harley-Davidson motorcycle company will get visited in the process this year. The Project LiveWire Experience will continue in the U.S. and expand into Canada and Europe next year.
"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 product 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."
The traditions of the open road and the motorcycle rider on it will never fail. It is all about freedom and fearlessness. The project is meant to send out feelers among the hoi polloi in order to gauge what the general temper of the times are as regards the wind running through your hair.
There are plans to expand the number of experiences that will be lent by this project to the populace. The electric motorcycle will proceed to make skid marks on the roads and simply make the mare go with its excellence and style.
"Project LiveWire is more like the first electric guitar – not an electric car," said Mark-Hans Richer, Senior Vice President and Chief Marketing Officer, Harley-Davidson Motor Company. "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."
In performance, the electric Harley-Davidson motorcycle will be tops. The brand is a support symbol and is iconoclastic in its nature. This is not an electric gadget like so many other things like electric vehicles or electric synthesizers.
"The sound is a distinct part of the thrill," said Richer. "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."
It is a unique and flexible riding experience that will prove to be a tonic for free souls who prefer the Great Outdoors to an indoor environment of humidity and suffocation. Rather it resembles a supersonic jet airplane that whizzes past you at extreme speed and velocity.
"We offer a no excuses riding experience in everything we do and we are led by what our customers tell us matters most," said Richer. "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 market as the technology continues to evolve."
The accelerative forces make this electric hybrid motorcycle form a beeline for the nearest goal. And nothing can stop the existential quest for freedom that gangsters and hippies feel in their bones when they have a Harley-Davidson between their knees (especially if it is an electric one).
"Preserving the riding environment is important to all of us," said Levatich. "Project LiveWire is just one element in our efforts to preserve and renew the freedom to ride for generations to come. As a company that has seen success for 111 years, we think in generational terms about our great riding environments for the next 111 years."