Harley’s First Electric Motorcycle

Harley-Davidson announced that it will begin taking preorders for its highly anticipated electric motorcycle, LiveWire, this fall and expects to have them on the road IRL by August.

And, for all you rough-ridin’ traditionalists worried that going electric may strip your street cred, Harley-Davidson released some specs that may bring you peace as you roll into Nazareth and take a load off that fanny.

The LiveWire will rev from 0 to 60 in under 3.5 seconds, can travel 110 city miles on a single charge, and — for those who need that Harley rumble — will reportedly produce a “new signature sound.”

But it isn’t going to be cheap: The LiveWire’s list price starts at almost $30k, which is significantly more expensive than other electric motorcycles poppin’ wheelies into the market today.

For example, Zero (hailed as the “Tesla of motorcycles”), which starts north of $10k and has seen a compounded annual growth rate of about 40% each year since it hit the road in 2006.

The motorcycle industry as a whole has struggled since the recession but, as emission standards change, demand for alternative transportation is expected to increase — hence H-D’s push into EV.

But it’s not just Harley. The moto market as a whole is accelerating, expected to grow nearly 42% by 2021, with around 40m units projected to be sold by 2023.

Why it’s hot?

With a US sales drop of 13.3% and an inability to attract the attention of young customers, Harley decided to add an new layer to its brand identity. Focusing on a environmentally conscience audience they are hoping to replicate the success of Tesla by becoming the manufacturer of the latest “cool” electric vehicle.