Harley-Davidson will launch its electric LiveWire motorcycle in 2019

Harley-Davidson Expanded Electric Range

Harley-Davidson was launching lightweight motorcycles in Asia and electric bikes globally in hopes of reviving demand, as it faces falling sales in the United States and the threat of trade tariffs adding to its costs, Reuters reported. It will be a radical departure for a company as big as Harley-Davidson's magnitude and it does not just mean covering all riding communities.

In a slideshow released by the company, it describes how moving into EV technology will keep them competitive as they reposition the brand to embrace the opportunities presented by a market gradually making the shift to zero emissions vehicles.

Harley-Davidson, known for its car-alarm triggering engine rumble, said LiveWire will have no clutch and no gears.

The American motorcycle company, facing dwindling sales in its home market, said Monday that it will roll out some new products and stores to broaden its audience and invigorate sales.

This will start with the company's first Adventure Touring motorcycle, the Pan America 1250, a 1250cc Custom model and a 975cc Streetfighter model, all of which are planned to launch beginning in 2020.

Harley-Davidson will also open smaller storefronts in urban areas to broaden its appeal.

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Developing a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia emerging markets through a planned strategic alliance with a manufacturer in Asia.

The company said it expects to spend $675 million-to-$825 million on these initiatives and expects the new plan to generate more than $1 billion of incremental annual revenue in 2022 as compared to 2017. The new strategy enumerates a renewed interest in the Indian market. More electric models, including smaller and lighter bikes, will arrive through 2022. Through the years, Harley-Davidson will consolidate lower cc segments amidst having its eye out for full size cruisers and tourers to satisfy traditional customers.

As part of the strategy, Harley-Davidson plans to offer its most comprehensive lineup of motorcycles, competing in numerous largest and fastest growing segments with a full portfolio of motorcycles across a broad spectrum of price points, power sources, displacements, riding styles and global markets.

Harley-Davidson also said it was moving the Livewire availability to August 2019, and released an updated picture (below).

Trump responded with a tweet critical of Harley-Davidson.

Speaking with CNBC, Levatich said that riding the LiveWire "is a different feeling".

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