Harley-Davidson made a bold play for the future of motorcycles when it introduced its Project LiveWire electric motorcycle in 2014 as part of former CEO Matt Levatich’s More Roads strategy. The aluminum-framed 549-lb LiveWire entered production in 2019, becoming the first Harley powered by an electric motor – a different kind of Mo from the Motor Company.
Although the 105-hp LiveWire was quick and received great fanfare, it struggled to find buyers with its nearly $30K pricetag. Then in 2020, Levatich was replaced by current CEO Jochen Zeitz, who discarded the Many Roads program and replaced it with the Hardwire strategy that prioritizes key markets and businesses with high profit margins.
Another strategic shift was made in December 2021 when H-D announced it was spinning off the LiveWire division as a separate company. LiveWire Group Inc. went public in 2022 as a special-purpose acquisition company, with H-D retaining the majority stake. LiveWire also owns STACYC, a brand that markets electrically powered balance bikes for kids.
When LiveWire became its own brand, H-D’s LiveWire motorcycle got a name change to the LiveWire ONE and had its MSRP reduced to a more palatable $22,799 (tested in our January 2023 issue). It was joined in 2022 by the LiveWire S2 Del Mar.
Distinct from the One, the Del Mar uses LiveWire’s S2 Arrow platform, which is cheaper to produce and has a smaller battery (10.5 kilowatt-hours) than the One’s 15.4-kWh cells. And unlike the One, the S2 is unable to recharge via speedy Level 3 chargers and is relegated to electron refueling at Level 2 speeds.
Despite Harley’s investment in electric‑vehicle markets, sales of EV motorcycles have been woefully weak. LiveWire says it sells more two-wheeled EVs than anyone, but that’s on the strength of just 117 motorcycles retailed in the first quarter of 2024. LiveWires are sold at several H‑D dealerships, as well as at a handful of standalone locations.
LiveWire sales saw a 35% increase in Q2 this year when 158 units were sold, and the company reported its year‑over-year Q2 sales were up by triple‑digits compared to 2023, but that adds up to less than 300 bikes sold in the first half of this year. LiveWire has projected EV motorcycle sales of between 1,000 and 1,500 units in 2024.
“In the second quarter, we achieved continued growth in existing markets for our Electric Motorcycles segment,” said Karim Donnez, LiveWire CEO, in a press release. “In fact, we maintained our position as the #1 on-road electric motorcycle retailer in the U.S. for the first half of 2024. With a 12% improvement in consolidated operating loss for the quarter over prior year, we remain committed to cost-reduction initiatives while investing in portfolio expansion in both our Electric Motorcycles and STACYC segments, with upcoming new products planned.”
A bright spot for LiveWire was the recent $89 million investment in Harley‑-Davidson’s York, Pennsylvania, factory where LiveWires are produced alongside Harleys. The cash infusion came as part of the Inflation Reduction Act, which provides federal funding to bolster domestic electric‑-vehicle production. H‑D says it plans to hire 125 new employees to join York’s 1,300‑-person workforce.
“As part of our plans to expand our market leadership,” Donnez said, “our teams are working on design, engineering, and sourcing initiatives to reduce the cost of our vehicles and manage spend across the business to get the most out of our strategic investments.”
In 2022, LiveWire had forecast building 100,000 EVs annually in 2026. Today, that seems highly unlikely (unless STACYC sales are included). Electric motorcycles will dominate future markets, but that future still seems distant at present.
2024 LiveWire S2 Mulholland: A Cruisery Del Mar
The latest introduction to the LiveWire stable is the S2 Mulholland. As you might guess by its name, the S2 Mulholland is closely related to the S2 Del Mar, sharing the Arrow platform and a 10.5-kWh battery.
LiveWire describes the Mulholland as a performance cruiser, drawing a distinction from the street-tracker Del Mar. A 6-inch handlebar riser places fists firmly into the wind and provides a more upright riding position, and the mirrors have been swapped to mount under the handlebar for a cleaner look. The Del Mar’s ovoid headlight is replaced by the One’s rounded LED lamp to further tweak the S2’s aesthetic, as does the slammed “fuel tank” section. Its bodywork is made from renewable materials.
The S2 gets a few other changes to turn it into a Mulholland. Hitachi suspension replaces Showa components, with a longer fork stretching the rake angle from 24 to 29 degrees and a shock that yields 3.9 inches of travel. The front end has 5 .3 inches of travel and is fully adjustable, while the shock is adjustable for preload and rebound damping.
The lower rear suspension combines with a new solo seat to drop its height to 31.7 inches, aided by swapping out the Del Mar’s 19-inch rear wheel for a 17-incher. Rather than the 19-inch flat-track-inspired Dunlop DT-1s on the Del Mar, the Mulholland is fitted with Dunlop Sportmax Roadsmart IV tires.
Motor-wise, the Mulholland has the same specs as the Del Mar, said to make 84 hp. The Brembo brakes remain unchanged. It weighs 432 lb and retails for $15,999, a $500 bump over the Del Mar.
