But as Harley ships its first “LiveWire” bikes - priced at US$29,799 - to dealers, there is little evidence the 116-year-old brand is catching on with new young customers.
Harley has for years failed to increase sales in the United States, its top market accounting for more than half of its motorcycles sold. As its tattooed, baby-boomer base ages, the Milwaukee-based company is finding it challenging to woo new customers. In an interview with Reuters in February 2018, Levatich said the bike would help address Harley’s demographic problem.The preorders, thus far, have belied those hopes, according to the dealers.
“Interest is very high,” said a sales manager at a New Jersey-based dealership, who declined to be named because he was not authorized to speak to media. “But once you get to pricing, interest is thrown out of the window.” Tesla’s first electric car cost over US$100,000, but prices came down with subsequent models. Its Model 3 now comes with a base price of US$35,000 and was instrumental in lifting its vehicle deliveries to a record level in the latest quarter.The motorcycle maker has plans to bring out four more electrified models in the mid-power, low-power, e-bicycles and kids’ two-wheeler segments by 2022.
Seven Harley dealerships told Reuters they have not even bothered ordering the bike, which would require investing in a Level 3 charging station and training staff.
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