Harley-Davidson, an American automaker known for its worldwide performance bikes, has officially launched electric bike brand LiveWire. Until now, live wire was used for the company’s high performance electric bike, but now the company will use it as a brand for all its electric bikes.

As per this new plan by Harley Davidson, the company will introduce the first model under its LiveWire brand on July 8 and the same bike will also be showcased on July 9 during the International Motorcycle Show. Harley-Davidson says the Livewire brand will be headquartered in Virtue.

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According to information received by the company, Livewire will start working as an independent brand with Harley Davidson’s existing dealership network. Customers will be able to purchase LiveWire brand bikes through dealerships as well as digital platforms. Currently, the company plans to start its dealership in select locations in California.

Speaking at the launch of the new Harley-Davidson Livewire electric bike brand, the company’s CEO, president, Jochen Jitz, stated that the new electric brand is one of the 6 pillars (pillars) of the company’s Hardwire strategy. The company is striving to capitalize on the opportunity to lead in the electric vehicle market. He also confirmed that the company plans to develop new advance technology and features under the Livewire brand that will be seen in future Harley-Davidson electric motorcycles.