HARLEY-Davidson is to dip its toe into the controversial waters that are electric motorcycles with the unveiling of the 'LiveWire' project - a road going pre-production prototype with which it intends to gauge and garner consumer reaction.
The Motor Company intends to tour dealers along America's historic Route 66, giving riders the chance to test-ride the 'LiveWire', in an outreach market research exercise aimed at softening-up dealers and traditional Harley riders for a brand extension exercise that could easily come back to haunt the company if not handled creatively.
The plan is to continue the program domestically and internationally through 2015, with no firm commitment yet being made as to whether or not the bike will ever make it to retail at all, or as to what the eventual specification will be.
By leaving themselves open to respond to feedback, and allowing the present concept to put down roots, Harley-Davidson are being smart, both in brand management and technology terms; vehicle e-power, for 2 and 4 wheelers, remains a fast moving and unstable landscape defined by compromise.
"America at its best has always been about reinvention," says Matt Levatich, H-D President and COO. "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".
Harley say that in order to gain as much feedback as possible, interested parties who do not get the chance to actually ride the bike can still offer their opinions through Jumpstart – a simulated riding experience.
The ride and feedback operation will begin on Route 66 and visit over 30 Harley dealerships in 2014. The ‘LiveWire Experience’ will then continue not only in the US, but also Canada and Europe in 2015.
"This builds on many recent reinvention successes for Harley-Davidson," continued 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."
In a classic demonstration of Marketing Rule One, Mark-Hans Richer, Harley-Davidson Senior VP and Chief Marketing Officer, addressed the sound-issue head-on in order to start the process of heading-off the complaints that will pour in from traditionalists and take ownership of a primary brand differentiator and place it into a differentiated context.
"The sound is a distinct part of the thrill," he is quoted as saying. "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.
"We offer a no excuses riding experience in everything we do and we are led by what our customers tell us matters most. 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.”
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