It is highly likely that the creation of a separate company for the production of electric motorcycles will be the best way for Harley-Davidson.
In 2018, a remarkable event took place - the Harley-Davidson LiveWire was introduced, which became the company's first electric motorcycle. The technical characteristics of the "bike" command respect. But its appearance gave rise to disputes about whether the manufacturer did the right thing by starting the production of such vehicles under its main brand. Skeptics rightly point out that a person interested in electric motorcycles often looks like the exact opposite of a buyer of classic gasoline Harleys.
Loud brand Harley-Davidson still very valuable. But it is among fans of classic motorcycles with a gasoline engine. But for people who are interested in electric transport, this value is low. They know the company as a famous motorcycle manufacturer, for them it is not part of a beautiful legend. It turns out that Harley-Davidson is trying to please two completely different types of consumers at once, which is simply impossible. And the creation of a new brand could be a great solution to the problem.
There are many similar examples in the history of branding. For example, in addition to the main brand, Facebook operates Instagram, WhatsApp and a number of others; Gap owns Athleta, Banana Republic and Old Navy; General Motors owns such different brands as Buick, Cadillac, Chevy, GMC and several others.
Not surprisingly, many agree that Harley-Davidson should also spin off its electric motorcycle business. The new unit would have no additional "historical ballast", which would give it more freedom to develop a new market segment. Which is still quite small, although it already has competition. But it looks like Harley-Davidson isn't even considering that possibility just yet.
In the meantime, the LiveWire reviews that have appeared on the Web show it exactly as a classic Harley - a motorcycle that is chosen more by heart than by mind (you can always find a solution cheaper, with the same technical characteristics). This approach has worked for decades in the gasoline motorcycle market, where the Harley-Davidson brand has become a true legend. But will it justify itself in the case of electric motorcycles? Will show time. So far, LiveWire sales have been modest.