Harley Struggles to Fire up New Generation of Riders With Electric Bike Debut

Harley Struggles to Fire up New Generation of Riders With Electric Bike Debut
Harley-Davidson's new electric motorcycle, LiveWire, is shown in this handout photo released by Harley-Davidson. Harley-Davidson Motor Company/Handout via Reuters
Reuters
Updated:

CHICAGO—Harley-Davidson Inc. is betting on electric motorcycles to attract the next generation of younger and more environmentally conscious riders to reverse declining U.S. sales.

But as Harley ships its first “LiveWire” bikes—priced at $29,799—to dealers, there is little evidence the 116-year-old brand is catching on with new young customers.