Harley-Davidson launches LiveWire, the brand of electric motorcycles (www.livewire.com)

MILWAUKEE, May 10, 2021 / PRNewswire / – Harley-Davidson, Inc. (“Harley-Davidsonâ€) (NYSE: HOG) today announced the launch of LiveWire as a brand of fully electric motorcycles.

(PRNewsfoto / Harley-Davidson Motor Company)

LiveWire is more than a motorcycle. LiveWire plans to redefine the electric, delivering the best experience for the urban cyclist, with personality and soul. LiveWire creates a unique connection between the driver and the vehicle. Today the next chapter of the LiveWire adventure begins.

Jochen zeitz, President, President and CEO of Harley-Davidson:
“One of the six pillars of the Hardwire strategy is to be an electric leader – by launching LiveWire as an all-electric brand, we seize the opportunity to lead and define the electric vehicle market. With the mission to be the most desirable electric motorcycle brand in the world, LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond. LiveWire also plans to innovate and develop technology which will be applicable to Harley-Davidson electric motorcycles in the future.

The first LiveWire branded motorcycle is expected to launch on July 8, 2021 and for the first time at the International Motorcycle Show on July 9, 2021. For more information and updates, subscribe to livewire.com.

Single line: LiveWire draws on its nimble Harley-Davidson lineage disruptor DNA, capitalizing on a decade of learning in the electric vehicle industry and the legacy of the world’s most desirable motorcycle brand.

Motorcycles + beyond: initially focusing on the urban market, LiveWire will pioneer the electric motorcycle space, and beyond.

Virtual HQ: Innovative by design and attracting the best talent in the industry, LiveWire will have its virtual headquarters, with initial hubs in Silicon Valley, California (LiveWire Labs) and Milwaukee, WI.

Marlet : Upon launch, LiveWire will work with participating dealers in the Harley-Davidson network as an independent brand. An innovative go-to-market model will combine digital and physical retail formats, tailoring the experience to the local market and allowing customers to experience LiveWire on their own terms.

Dedicated showroom: seizing the opportunity to lead electric vehicles and innovate throughout the customer journey, LiveWire will operate dedicated electric vehicle showrooms in selected locations, from California. Here, customers will be able to experience the LiveWire brand in an immersive and innovative way.

Technological orientation: With a focus on electric vehicles, LiveWire plans to develop the technology of the future and invest in the capabilities needed to lead the motorcycle transformation. LiveWire expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities.

Technology sharing: Harley-Davidson and LiveWire intend to cooperate and share their technological advancements to ensure leading-edge application in their respective base segments.

About Harley-Davidson:
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Build our legend and lead our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with a growing line of cutting-edge, distinctive and customizable motorcycles, in addition to exceptional riding experiences and motorcycle accessories, gear and apparel. Harley-Davidson Financial Services offers financing, insurance and other programs to help Harley-Davidson riders get on the road. Learn more about www.harley-davidson.com.

Caution Regarding Forward-Looking Statements
The Company understands that certain matters discussed in this press release are “forward-looking statements” intended to qualify for the safe harbor of liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such. by reference to this footnote or because the context of the statement will include words such as the company “believes”, “anticipates”, “expects”, “plans”, “could”, “will â€,“ Esteem â€or words with similar meanings. Likewise, statements that describe or refer to future expectations, future plans, strategies, objectives, prospects, targets, directions, commitments or objectives are also forward-looking statements. These forward-looking statements are subject to certain risks and uncertainties which could cause actual results to differ materially, adversely or favorably from those anticipated at the date of this press release. Risks and uncertainties that could cause actual results to differ materially from these statements include, among others, the COVID-19 pandemic, including the duration and severity of the pandemic across the world and the pace of the recovery after the pandemic and the company’s ability to meet expectations regarding market demand for electric models, which will depend in part on building the necessary infrastructure, as well as issues noted by the company in its filings with of the SEC, including, but not limited to those described under “1A. Risk Factors â€in the Company’s Annual Report on Form 10-K for the year ended December 31, 2020 filed with the SEC on February 23, 2021 and in Part II, Item 1A of quarterly reports subsequently filed on Form 10-Q. Shareholders, potential investors and other readers are urged to take these factors into account in evaluating forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this press release are made only as of the date of this press release, and the company disclaims any obligation to publicly update these forward-looking statements to reflect subsequent events or circumstances.

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SOURCE Harley-Davidson, Inc.