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Harley-Davidson Unveils Its First Electric Motorcycle

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Harley-Davidson Unveils Its First Electric Motorcycle

Harley-Davidson has introduced Project LiveWire, its first electric motorcycle and  a big deal for a company that takes pride in using old technology.  TMA produced special reveal video content for   #ProjectLiveWire and  bolstered it with social media influencers to help reach a new audience.  To date, the videos have generated over 1.25 MM views and  influencer posts have a reach over 35MM.

The Project LiveWire Experience ( is a 30-city demo tour across America kicking off with Harley-Davidson dealerships along Route 66.  Starting now through the end of the year, consumers will get to ride LiveWire and  give the company feedback so that the electric chopper concept can be further refined before a model is released commercially.

Even those who don’t yet ride will have the opportunity to feel the power of Project LiveWire through Jumpstart – a simulated riding experience.

This exciting new ride blends the company’s styling heritage with the latest technology to deliver a new expression of the signature Harley-Davidson look, sound and  feel.  It has a single gear, a touchscreen dashboard, and  no gas to speak of.

“Project LiveWire is more like the first electric guitar – not an electric car,” said Mark-Hans Richer, Senior Vice President and  Chief Marketing Officer of Harley-Davidson. “It’s an expression of individuality and  iconic style that just happens to be electric.”