Harley-Davidson Targets Japanese Market With Electric Bikes, Eyeing 2024 Launch Under LiveWire Brand

Harley-Davidson, an iconic American motorcycle maker, plans to launch its electric motorcycle line in Japan by 2024 under its independent electric division, LiveWire Group Inc., according to CEO Jochen Zeitz. The move marks a strategic shift towards more sustainable technologies.

The electric motorcycles will be marketed under LiveWire Group Inc., the company's independent electric motorcycle division, which was spun off in 2022. While the LiveWire One, which is currently available in the U.S., may be sold in Japan next year, the company is considering releasing a new model; however, pricing details have yet to be disclosed.

According to Zeitz, LiveWire's vehicles are larger than its rivals and offer distinct advantages. The segment is still nascent in Japan, with companies like Yamaha Motor Co. and Honda Motor Co. introducing all-electric motorcycles. Zeitz mentioned that none of the Japanese brands in this segment compete with LiveWire's electric motorcycles.

Selling electric vehicles under a different brand than Harley-Davidson's gas-powered alternatives will enable the company to appeal to a broader set of customers. Zeitz expects that different products will cater to different types of customers, but the same customer could also own different products.

In 2020, Japan was Harley-Davidson's second-largest market after the United States, with its Japanese business seeing significant growth as more people opted for motorcycles instead of public transportation during the pandemic. According to the Japan Automobile Importers Association, Harley-Davidson sold 10,199 motorcycles in Japan last year, accounting for around 40 percent of imported brands in the Japanese market.

Harley-Davidson, a brand that has long mesmerized older drivers and motor enthusiasts in America, is now expanding its reach to women and younger drivers in Japan, leading to increased sales of its parts and apparel, according to the company.

This comes when leading motorcycle companies in Japan are pushing ahead with hydrogen and other zero-emission technology for their vehicles. Honda Motor Co, Kawasaki Motors Ltd, Suzuki Motor Corp, and Yamaha recently announced plans to work on hydrogen-powered engines for two-wheelers and other modes of transportation.

While the possibility of Harely-Davidson joining this group looms, the current focus of CEO Zeitz is on electric vehicles. The company unveiled two new gasoline models for its luxury CVO brand in Japan, each with a powerful 1,977 cc engine and enhanced suspension. These impressive two-wheelers retail at about 5.5 million yen ($39,000) and above.

Harley-Davidson's progress in Japan is commendable, highlighting the brand's continued relevance and adaptability. With its iconic motorcycles and a flair for technological innovation, it's no wonder younger drivers in Japan are also falling in love with this American classic.

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