Harley-Davidson has set out future sales goals for its LiveWire sub-brand that manufacturers and sells its all-electric motorcycles, aiming for a towering 100,000 units by 2026.
The company plans to increase that growth rate even further to 190,000 total electric motorcycle sales by 2030, according to an investor prospectus released by Harley-Davidson.Hitting those figures could result in reaching staggering electric motorcycle revenues of $1.77 billion by 2026 and $3 billion by 2030, according to the Milwaukee Business Journal.
The prospectus states “[w]hile the electric motorcycle market is in the early stages of its development, we expect global electric vehicle penetration to expand from 6% of units in 2021 to 25% by 2030, implying electric motorcycle market growth from $2.5 billion in sales to approximately $20 billion to $28 billion over the same period.”
H-D’s sales targets might sound lofty, especially considering that Harley sold somewhere between 1,300 to 1,600 electric motorcycles between 2019 and the first nine months of 2021.
That motorcycle, the Harley-Davidson LiveWire, was largely praised by the industry for its quality, though not for its nearly $30,000 price. Even much of the old guard from conventional gas-powered motorcycle media begrudgingly praised the Harley-Davidson LiveWire as a thrilling and well-made motorcycle, echoing Electrek’s own even more positive review of the bike.
Late 2021 marked the moment when Harley-Davidson decided to spin off its electric motorcycle operations into a sub-brand known as LiveWire. The Harley-Davidson LiveWire electric motorcycle then morphed into the LiveWire One, shedding around $8,000 from its MSRP in the process and bringing its price tag much closer in line with flagship electric motorcycles from competitors such as Zero Motorcycles and Energica. electrek - link - Micah Toll - link - more like this (USA) - link - more like this - link
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