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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