Rumors have swirled for months about the fate of Harley-Davidson’s electric motorcycle division, LiveWire. While Harley hasn’t officially pulled the plug, the brand’s future hangs in the balance.
As a Harley fan who’s tracked LiveWire since its 2019 debut, I’ve seen the optimism fade into uncertainty. What’s really happening behind the scenes—and why Harley’s electric dream is sputtering.
Cost Cuts Can’t Mask Collapsing Sales
Harley-Davidson’s Q1 2025 earnings report was a wake-up call. LiveWire sold just 33 electric motorcycles globally in three months—a jaw-dropping 72% drop from the same period in 2024. To put this in perspective, Each of those 33 bikes cost LiveWire roughly $606,000 in losses after factoring in operating costs.
Yes, you read that right.
While LiveWire slashed expenses by 30%—cutting jobs, relocating R&D, and tightening budgets—its revenue cratered. Sales for its flagship electric motorcycles nosedived by 66%, and even its STACYC kids balance bikes (which now account for 85% of LiveWire’s revenue) saw a 38% decline.
The takeaway? Trimming costs might slow the bleeding, but it doesn’t fix a product that’s struggling to find buyers.
Premium Electric Bikes in a Skeptical Market
Harley’s initial LiveWire model launched in 2019 at $30,000, drawing criticism for being wildly over priced. By 2025, prices dropped to a still−steep $16,000–$23,000 for models like the S2 Del Mar and LiveWire ONE. But even at these “discounted” rates, riders aren’t biting.
Why?
- ICE alternatives: Gas-powered bikes like Harley’s own Sportster S ($15,000) or Indian’s Scout Bobber ($12,000) offer more power, range, and that beloved engine rumble.
- EV competition: Brands like Zero Motorcycles sell comparable electric bikes for less, with better-charging infrastructure support.
- Range anxiety: LiveWire’s highway range dips to 50–70 miles—a dealbreaker for riders used to hitting the open road.
Harley loyalists, meanwhile, aren’t rushing to embrace electric. As one Rider said: “LiveWire feels like a Tesla wearing a leather jacket—cool, but not really Harley.”
Corporate Chess
In 2022, Harley spun off LiveWire via a SPAC merger, raising $334 million and listing it as a separate entity (NYSE: LVWR). The move was bold, positioning LiveWire as the “first publicly traded electric motorcycle company in the U.S.” But the independence came with strings: Harley kept a 74% ownership stake, effectively controlling LiveWire’s fate.
Fast-forward to 2025: Harley CEO Jochen Zeitz bluntly stated the company won’t invest another dime beyond an existing $100 million credit line. Translation: “You’re on your own, kid.”
This retreat aligns with pressure from activist investors like H Partners Management, who’ve called LiveWire a “horribly misguided” distraction. Their solution? Ditch EVs, revive classics like the Sportster 883 and double down on Harley’s gas-powered heritage.
Can Police Bikes Save LiveWire?
In April 2025, LiveWire pivoted hard, launching S2 Patrol models tailored for police and security fleets. These bikes come with sirens, emergency lights, and lockable storage—and they’ve already landed their first customer: the St. Cloud, Florida, police department.
It’s a smart play. Harley has a century of experience selling to law enforcement (remember the iconic police-issue Electra Glide?). Fleet sales offer steadier revenue than fickle consumer markets. But let’s be real: Police contracts won’t replace mass-market ambitions. At best, this keeps LiveWire on life support.
Consumer Trust Erodes
In late 2024, LiveWire axed its LiveWire Connect app, which let owners monitor charging status and bike diagnostics remotely. The backlash was swift. Enthusiasts felt abandoned, especially after paying premium prices. One frustrated owner on Reddit warned: “Killing the app is like selling a Corvette and then taking back the keys.”
This misstep highlights a deeper issue: LiveWire’s identity crisis. Is it a tech-forward EV brand or a Harley offshoot clinging to legacy? Right now, it’s neither—and riders are noticing.
What’s Next for LiveWire?
Harley hasn’t discontinued LiveWire—yet. But the road ahead is rocky, with four possible outcomes:
- Niche Survival: Focus solely on fleet/Police sales, accepting smaller volumes.
- External Savior: Attract investors or partners (maybe Kymco, which already collaborates on tech).
- Acquisition: Sell to a tech or auto giant hungry for EV patents.
- Slow Fade: Wind down operations if funding dries up.
LiveWire’s struggles reflect broader EV growing pains: high costs, infrastructure gaps, and reluctant consumers. For Harley, the electric gamble hasn’t paid off—and doubling down now risks alienating its core audience.
If you’re eyeing a LiveWire, proceed with caution. The bikes are innovative (that instant torque is addictive!), but long-term support is uncertain. As for Harley? The message is clear: Stick to what you know, or risk losing the ride altogether.
