motorcycle reviews

Harley-Davidson finds e-motorcycles a hard sell

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Harley-Davidson told investors on Thursday that it had a pretty good close to 2022. Global motorcycle shipments were up 18% in the fourth quarter compared to the year before.

But the news was not so great for LiveWire, Harley’s electric motorcycle business. Revenue there was down by 28%. Harley spun out LiveWire into a separate entity last year, though it still owns most of it.

GMC’s all-electric Hummers and all-electric Ford F-150s are flying off the shelves, and demand for electric scooters is strong too. So what’s different about electric motorcycles?

When the Tobacco Road Harley-Davidson dealership in Raleigh, North Carolina, was carrying LiveWire bikes a couple of years ago, there were customers who wanted to check them out. 

“They see how fast it is, how nimble it is, how easy it is to shift,” said Casey Harrold, the dealership’s marketing manager.

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