Harley-Davidson's all-electric LiveWire is an exceptional bike, so exceptional that even its $30,000 price tag and limited charging infrastructure have not kept it from succeeding in the eyes of the company. With that in mind, Harley-Davidson is proceeding to what is quickly becoming the next logical step for a legacy manufacturer interested in electrification: turning LiveWire into the anchor of a sub-brand of the same name.

While this is a relatively novel strategy in the world of motorcycles, sub-branding has become an overwhelmingly popular way for auto manufacturers to market their electrified products. Mercedes and BMW each have their electric lines anchored by a flagship (Mercedes EQ and BMW i, which are respectively anchored by the EQS sedan and i8 coupe), Audi has leaned into E-Tron branding for all electric cars, and Toyota's Prius line has grown to include a wide range of hybrids. But the LiveWire plan, which involves distinct dealerships and a wholly new product line born from just one car, is probably most reflective of Polestar, the Volvo spinoff anchored by the Polestar 1 and 2.

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