Jochen Zeitz, CEO of Harley-Davidson, has confirmed his desire to take his company to all-electric in the years to come. The transition will not happen as quickly as for the car market, however, he added.
In 2019, Harley-Davidson was one of the first traditional motorcycle manufacturers to take an interest in electrics, notably by launching its sub-brand LiveWire and, at the same time, the first model of it: the LiveWire One. Today, its CEO Jochen Zeitz confirmed that the company will continue in this direction. In an interview granted to the Dezeen media, the latter affirmed that the company’s project is, in the long term, to go all-electric.
“At some point, Harley-Davidson will be fully electric”he admits, before tempering: “But it’s a long-term transition that needs to happen. It’s not something you do overnight.” Jochen Zeitz thus recognizes the need for the market to evolve and move with the times, as, he recalls, his predecessors before him did. Nevertheless, this transition will not happen overnighthe warns.
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Harley-Davidson announces its transition to all-electric
“It’s obviously something we have to do as a brand too”continues the CEO, citing the innovations brought by the founders of the company. “What we do is celebrate our past, while evolving the brand. It was a natural evolution that had to happen. » It must be said that all players in the industry feel the wind changing direction, while the European Union is preparing to ban heat engines by 2035.
Also, Harley-Davidson is currently working on the development of its LiveWire brand and is already preparing for the arrival of the LiveWire S2 Del Mar on the market. Not to mention its side projects, such as the Serial 1, its premium electric bike presented in 2020. It remains to be seen what the manufacturer has in store for us in the future, and what form it will take. this unprecedented transition in the motorcycle industry.
Source: Dezeen