Harley-Davidson cut production of its LiveWire electric motorcycle after demand didn't match expectations

Harley-Davidson launched the LiveWire in 2019 as its first production electric motorcycle, priced around $30,000. By 2023, the company had stopped making the original model and shifted focus to a cheaper version called the LiveWire S, which started at roughly $15,000. The sales numbers tell the story: the company sold fewer than 6,000 LiveWire bikes across all model years combined, a fraction of Harley's typical annual motorcycle sales of around 200,000 units.

The drop wasn't a surprise to industry analysts. Electric motorcycles face real obstacles that don't affect electric cars: riders worry about range on long trips, charging infrastructure is sparse, and the upfront cost still exceeds what most motorcycle buyers expect to pay. Harley's brand identity is also tied to engine sound and vibration—things an electric motor doesn't deliver—which made the transition harder for its core customer base.

Key Takeaways

  • Harley-Davidson discontinued the original LiveWire model after selling fewer than 6,000 units since 2019, then introduced a cheaper LiveWire S at $15,000 to reach a broader market.
  • Range anxiety is a bigger problem for motorcycles than cars because riders often take long highway trips and charging stations are rare outside urban areas.
  • Harley's traditional customers—who value engine noise and feel—were not the audience for an electric bike, limiting the pool of interested buyers.
  • The company is still committed to electric motorcycles but is taking a longer timeline and lower-volume approach than it initially planned.

Why the original LiveWire didn't sell

The original LiveWire had real limitations that mattered to riders. It offered about 140 miles of range per charge under ideal conditions, but real-world range dropped significantly in cold weather or at highway speeds. For a motorcycle that costs $30,000, that range felt short compared to a gas bike that could go 200+ miles between fill-ups at any gas station.

Charging was another friction point. The LiveWire needed a Level 2 charger (like a home EV charger) to charge in a reasonable time. A full charge took roughly 8 hours on a Level 2 charger or 40 minutes on a DC fast charger—if you could find one. Harley didn't have a network of charging stations the way Tesla does, so buyers couldn't rely on public infrastructure the way electric car owners can.

Price also mattered. At $30,000, the LiveWire cost more than many Harley gas bikes and competed directly with premium motorcycles from other brands. Harley's traditional buyers—people who ride for weekend cruises or local commutes—weren't willing to pay that premium for an unproven electric option.

The brand identity problem

Harley-Davidson built its reputation over a century on the sound and feel of a V-twin engine. That rumble is part of what riders pay for. An electric motor is nearly silent and delivers torque when ready rather than building it through an engine's rev range. For many Harley owners, that's not a feature—it's a dealbreaker.

The company tried to address this by adding artificial engine sounds through the bike's speaker system, but riders and reviewers found it unconvincing. You can't fake the physical vibration of an engine or the ritual of shifting gears. Harley's core audience wasn't interested in a motorcycle that felt like a golf cart, no matter how fast it was.

This created a marketing problem: the people most likely to buy an electric motorcycle—younger, urban, environmentally conscious riders—weren't Harley's traditional customers. And Harley's traditional customers weren't interested in electric bikes. The company was caught between two markets it didn't fully belong to.

What Harley is doing now with the LiveWire S

After the original LiveWire's slow sales, Harley introduced the LiveWire S in 2023 at $15,000—half the price of the original. The lower cost was meant to reach younger buyers and people new to motorcycles. The S also came with a smaller battery, which meant less range (about 100 miles) but also a lighter bike and faster acceleration.

Harley also began expanding its charging network and partnering with existing EV infrastructure providers. The company added charging stations at some dealerships and worked with networks like Electrify America to give LiveWire owners access to public fast chargers. These moves addressed one of the original problems, but they came too late to save the original model's momentum.

The company has signaled it will continue making electric motorcycles, but at much lower volumes than it initially projected. Harley is treating the LiveWire line as a long-term bet rather than an when ready replacement for its gas bikes. The company still makes thousands of traditional motorcycles each year and shows no sign of abandoning them.

How electric motorcycle sales compare to electric cars

Electric motorcycles are struggling across the industry, not just at Harley. The entire U.S. electric motorcycle market is tiny compared to electric cars. In 2023, electric motorcycles made up less than 1% of all motorcycle sales in the United States, while electric cars made up roughly 10% of car sales.

The reasons are structural. Motorcycles are niche vehicles—most Americans don't ride them at all. Of the people who do, most are older, male, and attached to gas engines. Electric cars appeal to a broader demographic and solve a problem (daily commuting) that electric motorcycles don't solve as well. A motorcycle is a weekend toy or a cheap commuter for most owners; an electric car is a primary vehicle.

Other manufacturers like Zero Motorcycles and Energica have also struggled to build scale. Zero has been making electric motorcycles since 2006 but still sells only a few thousand bikes per year. The market is real but small, and it's growing slowly.

What buyers should know about electric motorcycles today

If you're considering an electric motorcycle, the LiveWire S and other options like Zero's bikes are now more practical than they were five years ago. Charging networks are expanding, battery technology is improving, and prices are coming down. But the limitations are still real.

Range remains the biggest constraint. If you plan to ride more than 100 miles in a day, an electric motorcycle will require a charging stop. If you live in a rural area or ride long highways regularly, a gas bike is still more practical. If you commute locally or ride for fun on weekends, an electric motorcycle can work—especially if you have a home charger.

The riding experience is genuinely different. Electric motorcycles are fast and fun, but they don't feel like traditional bikes. That's not bad; it's just different. Test ride one before you decide, because the experience matters more than the specs.

Frequently Asked Questions

Is Harley still making the LiveWire?

Harley discontinued the original LiveWire but continues to make the LiveWire S, a cheaper model that started at $15,000. The company is still committed to electric motorcycles but at lower volumes than it initially planned. You can order a LiveWire S through Harley dealerships.

How far can a LiveWire go on one charge?

The LiveWire S has a range of roughly 100 miles under ideal conditions. Real-world range varies based on riding style, weather, and terrain. Cold weather and highway riding both reduce range significantly compared to city riding.

Can you take a LiveWire on a long road trip?

Technically yes, but it requires planning. You'll need to stop to charge every 100 miles or so, which takes 30 to 40 minutes on a DC fast charger. Gas motorcycles can go 200+ miles between fill-ups, making them more practical for long trips. Electric motorcycles work better for weekend rides and local commuting.

Why don't more people buy electric motorcycles?

Electric motorcycles are expensive upfront, have limited range, and lack the engine sound and feel that many riders value. The charging network is also sparse outside cities. Most motorcycle buyers are older and attached to gas engines, so the market for electric bikes remains small.

Are there other electric motorcycles besides Harley?

Yes. Zero Motorcycles has been making electric bikes since 2006 and offers several models ranging from $7,000 to $15,000. Energica, an Italian brand, makes high-performance electric motorcycles. Both companies have smaller sales volumes than Harley but loyal customer bases.