Without the range and the rumble, Harley-Davidson finds e-motorcycles a hard sell

Feb 3, 2023
The company's global shipments were up 18% in the fourth quarter. But revenue at LiveWire, its electric motorcycle business, was down 28%.
True Harley lovers find the LiveWire too quiet. "They want it to make that noise when they’re coming down the road,” says Casey Harrold, marketing manager at the Tobacco Road Harley-Davidson dealership in Raleigh, North Carolina.
David McNew/AFP via Getty Images