If you were as surprised by Harley-Davidson’s Project LiveWire as we were, the shock probably has not worn off. Many observers thought Harley was “asleep at the switch” as it continued to churn out nothing but air-cooled heavyweight cruisers for a seemingly dying breed of customer.
Now take a look at an interview provided to MCN by Harley’s president Matt Levatich. It turns out Harley has not only been awake, it has already thrown the switch. You should read the entire article, but here is a quote from Levatich beginning with a reference to Project LiveWire:
“It’s our biggest and boldest new product since the company formed in 1903, and it’s just the start of the future for us. We need to change people’s perception of what Harley-Davidson is all about. We used to make motorcycles for Americans, which we happened to sell all over the world. Now we make global motorcycles for everyone.”
There is no doubt in our mind that Harley-Davidson has the financial resources and the engineering prowess to do just about anything they want to. You have to wonder where this will lead.