Harley-Davidson starts tour promoting ‘e-bike’

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HARLEY-DAVIDSON (H-D), known as the “Rolling Thunder,” is adding lightning to its product range as it starts bringing out its first motorcycle model that runs on electricity.

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The iconic American bike-maker last week started to roll out some of the electric motorcycles—for now called Project LiveWire—so that some select customers across the US get to ride them. The feedback to be provided by the riders will then help “shape the future” of its first electric bike, H-D said.

The bike will not go on sale yet. H-D said Project LiveWire—as the customer interaction program is called—is meant to get insights into the expectations enthusiasts have regarding an electric Harley-Davidson motorcycle.

“America, at its best, has always been about reinvention,” said Matt Levatich, H-D president and chief operating officer. “And, like America, Harley-Davidson has reinvented itself many times in our history, with customers leading us every step of the way.”

The company said the LiveWire tour starts with a trip across Route 66 and will visit more than 30 Harley-Davidson dealerships along the way. It will continue until next year as it moves to Canada and Europe.

H-D said the electric bike seeks to mix the latest technology with the signature Harley-Davidson look, sound and feel.

The company said that longer-term plans regarding the sale of Project LiveWire will be influenced by the feedback coming from riders who participate in the tour.

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