Project LiveWire is Harley-Davidson’s first all-electric motorcycle

On Thursday Harley-Davidson unveiled Project LiveWire, a nationwide tour to introduce company’s first all-electric motorcycle. LiveWire is a prototype, to be precise, with few specs beyond a 0-60 in fewer than four seconds and no word on if and when it’ll be a real product. Still, the legendary American company’s entry legitimizes this fledgling part of the industry, in the same way that BMW and Mercedes-Benz’s new electric vehicles lend some cachet to the econoboxy EV market. The buzz started Wednesday, with an enigmatic video on YouTube. It’s a cool, misty morning. The camera pans slowly over an empty strip of asphalt surrounded by grassy fields, then past an old, tin Route 66 sign. Suddenly a motorcyclist flashes by, and that sound, what was that sound? Not the hawg’s classic growl, but a higher-pitched, jet-engine-like scream that wouldn’t be out of place in the Tron: Legacy movie.

Innovation, meet heritage. Today, Harley-Davidson reveals Project LiveWire — the first Harley-Davidson(R) electric motorcycle. In keeping with the company’s customer-led product development approach, starting next week select consumers across the country will be able to ride and provide feedback on the bike, helping to shape the future of Harley-Davidson’s first-ever electric motorcycle. While not for sale, Project LiveWire is specifically designed for the purpose of getting insight into rider expectations of an electric Harley-Davidson motorcycle. “America at its best has always been about reinvention,” said Matt Levatich, President and Chief Operating Officer, Harley-Davidson Motor Company. “And, like America, Harley-Davidson has reinvented itself many times in our history, with customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history.” Spurred by this heritage, the Project LiveWire Experience invites customers to test ride, provide feedback and learn more about the story of the motorcycle. Even those who don’t yet ride will have the opportunity to feel the power of Project LiveWire through Jumpstart — a simulated riding experience. A 2014 U.S. tour — kicking off with a journey down Route 66 — will visit more than 30 Harley-Davidson dealerships now through the end of the year. In 2015, the Project LiveWire Experience will continue in the U.S. and expand into Canada and Europe.