Adapted by:
Ricardo Aguilar
WriterMobile tech writer and analyst. I studied Psychology, but I've been working in the consumer tech field for the last 10 years. Interested in motor projects and new forms of mobility.
Alba Mora
WriterAn established tech journalist, I entered the world of consumer tech by chance in 2018. In my writing and translating career, I've also covered a diverse range of topics, including entertainment, travel, science, and the economy.
Harley-Davidson’s recent experiment to offer an electric alternative to its classic custom motorcycles has cost the company $20 million. The brand created for this purpose, LiveWire, sold only 33 bikes in the first quarter of 2025, a 72% decline compared to the previous year.
A disappointing start to the year. In the first quarter of 2025, Harley-Davidson sold 38,000 motorcycles, including only 33 LiveWire models. This marks a 72% decrease in sales for its electric motorcycle division. 2024 was also disappointing, with only 117 LiveWire units sold compared to 57,000 conventional Harley-Davidson motorcycles.
This stark contrast highlights the lack of demand for electric motorcycles. Moreover, the company’s financial report indicates losses in its LiveWire division amounting to $20 million.
LiveWire. The world of motorcycles is filled with passion, especially when it comes to buying a Harley. These bikes can be expensive and not very fuel-efficient. Additionally, many debate their dynamic performance. However, thousands of riders around the globe adore them for their striking aesthetics, powerful sound, and relaxed riding experience.
Unfortunately, LiveWire has struggled to connect with this audience. The tagline “Electric motorcycles that are Soulful by Design” hasn’t resonated as intended, and the state of the electric motorcycle market beyond urban scooters remains bleak.
For example, models like the S2 Alpinist are priced at $15,999 but have an official city range of 120 miles, decreasing to just over 70 miles on highways. These figures make it challenging for potential buyers to consider these bikes as viable options for road travel.
Not the only one. Harley isn’t the only brand facing challenges in the motorcycle industry. German manufacturer Ego pioneered electric motorcycles and was the leading player in the Moto E category (the electric MotoGP). It announced its bankruptcy in October 2024.
Other pioneering brands like Zero offer incredible models at very high prices. For instance, the SR/S boasts a range of 171 miles, can recharge in one hour, and has a top speed of 124 mph. However, it costs $20,995, significantly more than its combustion engine counterpart.
Passion. Electrification in the automotive sector is becoming inevitable. For most people, cars serve primarily as a means to get from point A to point B. However, the perspective shifts when it comes to motorcycles.
The only truly rational choice in motorcycling is the scooter. All other types of motorcycles stem from a passion for riding, weekend excursions, and the appeal of sound. Notably, the electric motorcycle market is expected to grow annually by 3.5% between 2024 and 2032.
The future. Thanks to their smaller engine sizes, motorcycles are generally much less polluting than cars. This advantage is expected to grow as new regulations impose stricter limits on noise and emissions. Some organizations advocate for a legal framework that protects motorcycles, positioning them as a sustainable mobility alternative.
However, electric motorcycles face a significant challenge due to their price premium. Many models, even the most basic ones, are priced nearly double that of their combustion engine equivalents. Moreover, with current technology, the typical range for electric motorcycles hovers around 60 miles, making it difficult for this segment to establish a viable niche in the market.
Image | Harley-Davidson
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