Project LiveWire Tour Goes Global

Remember all the buzz and excitement about Harley Davidson’s Project LiveWire when it was first announced? Well, it’s worn off a bit since it first debuted and perhaps even more so since Harley Davidson’s own CEO said it would cost $50,000 and have the range of 50 miles if it were released today.

That said, if you’re still interested in seeing the LiveWire in the metal or even having a ride of it but don’t live in the United States, then we’ve got good news. Harley-Davidson has announced that the Project LiveWire tour is going international with the first stop being at the Sepang International Circuit in Malaysia.

Project LiveWire has reset expectations about what a Harley-Davidson motorcycle can be,” said Harley-Davidson Chief Marketing Officer Mark-Hans Richer. “The first phase of the Project LiveWire Experience tour provided valuable feedback about the features and experience riders expect from an electric Harley-Davidson motorcycle. This year we’re expanding that experience to a global audience to gain even deeper insights from riders to help us shape the future direction of this exciting technology.”

There will be a contest for residents of Europe to have the opportunity to ride the bike at select locations in the United Kingdom, France, Germany, Italy and the Netherlands. The tour will also continue in the United States and journey north into Canada as well.

Call us cynical but so far as we can see, Project LiveWire is more marketing exercise than an actual attempt by Harley-Davidson to bring itself into the 21st century. We’d be happy to be proven wrong though.

For more information, visit the Project LiveWire website.  The full press release is below.

Project LiveWire Tour Goes Global


Riders around the world will have the chance to add their voices to help shape the future of Project LiveWire™, Harley-Davidson’s first electric motorcycle, as the company’s Project LiveWire™ Experience tour expands globally in 2015.

Building on the excitement of Project LiveWire’s debut last year, select consumers in Asia, Europe, Canada, and the United States will have an opportunity to ride and provide feedback on the bike, helping to guide the development of the new motorcycle, beginning this week with events at Malaysia’s Sepang International Circuit.

“Project LiveWire has reset expectations about what a Harley-Davidson motorcycle can be,” said Harley-Davidson Chief Marketing Officer Mark-Hans Richer. “The first phase of the Project LiveWire Experience tour provided valuable feedback about the features and experience riders expect from an electric Harley-Davidson motorcycle. This year we’re expanding that experience to a global audience to gain even deeper insights from riders to help us shape the future direction of this exciting technology.”

While not for sale, the Project LiveWire™ motorcycle was specifically designed for the purpose of seeking insight into rider expectations of an electric Harley-Davidson® motorcycle. The Project LiveWire Experience invites customers to test ride and learn more about the story of the motorcycle and provide feedback on their experience. Even those who don’t yet ride will have the opportunity to feel the power of Project LiveWire through the Jumpstart™ demo – a simulated riding experience.

In 2014, more than 15,000 customers provided feedback on Project LiveWire, including more than 6,800 who took demo rides, as part of a 30-stop tour across the United States and at a special consumer event for Latin American customers in Miami. Longer term plans for retail availability of Project LiveWire will be influenced by feedback from riders during the Project Livewire Experience tour.

Highlights of the 2015 tour, which encompasses events in eight countries on three continents, include:

  • Media and invitation-only consumer rides at Malaysia’s Sepang International Circuit from Feb. 25 to March 4.
  • A contest for riders throughout Europe to enter for a chance to be one of the first 1,000 people to ride Project LiveWire at one of five locations in the United Kingdom, France, Germany, Italy and the Netherlands from May to August.
  • A 13-stop tour in the United States and Canada visiting select Harley-Davidson® dealerships and consumer events beginning in April.

“We are led by what our customers tell us matters most,” said Richer. “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.”

An Innovative Approach to Advance the Possibilities of Personal Freedom
Project LiveWire blends the company’s styling heritage with the latest technology to deliver a new expression of the signature Harley-Davidson look, sound and feel. The motorcycle offers a visceral riding experience with exhilarating acceleration and an unmistakable new sound.

Fans can learn more about Project LiveWire, at www.projectlivewire.com. More information about specific dates and locations will be posted on the web site as details become available. Harley-Davidson also invites anyone who is interested in the possibilities of the future to follow and engage with the company on its social media channels, including Facebook, Twitter and Instagram.

Harley-Davidson Motor Company produces heavyweight custom, cruiser and touring motorcycles and offers a complete line of Harley-Davidson® motorcycle parts, accessories, riding gear and apparel, and general merchandise. For more information, visit Harley-Davidson’s website at www.h-d.com.

 

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