Will Harley-Davidson’s electric motorcycle expand the brand’s appeal?

Jack Stewart Jul 23, 2019
HTML EMBED:
COPY
Harley-Davidson's new LiveWire all-electric motorcycle. Harley-Davidson

Will Harley-Davidson’s electric motorcycle expand the brand’s appeal?

Jack Stewart Jul 23, 2019
Harley-Davidson's new LiveWire all-electric motorcycle. Harley-Davidson
HTML EMBED:
COPY

Harley-Davidson’s U.S. sales have been falling for several years. In part that’s because of a wide slowdown in auto sales. But analysts say it’s also because the company’s bikes don’t appeal to younger buyers.

To compensate, the motorcycle-maker has been taking a two-pronged approach: It’s been trying to boost foreign sales and create new products with broader appeal.

Domestic buyers can now look forward to a new Harley bike, a technologically-advanced electric model called the LiveWire. The new Harley will cost a pricey $30,000, and the company says it will make it relevant into the future.

Click the audio player above to hear the full story.

There’s a lot happening in the world.  Through it all, Marketplace is here for you. 

You rely on Marketplace to break down the world’s events and tell you how it affects you in a fact-based, approachable way. We rely on your financial support to keep making that possible. 

Your donation today powers the independent journalism that you rely on. For just $5/month, you can help sustain Marketplace so we can keep reporting on the things that matter to you.  

Need some Econ 101?

Our new Marketplace Crash Course is here to help. Sign-up for free, learn at your own pace.