Jochen Zeitz, CEO of Harley-Davidson, has reiterated his desire to make his company all-electric in the years to come. However, the transition will not happen as quickly as for the car market, he added.
In 2019, Harley-Davidson was one of the first traditional motorcycle manufacturers to take an interest in electrics, notably by launching its sub-brand LiveWire and at the same time the first model of it: the LiveWire One. Today, the CEO Jochen Zeitz confirmed that the company will continue on this path. In an interview granted to Dezeen Media, the latter reiterated that the company’s project is a long-term one drive purely electrically.
“One day Harley-Davidson will be all-electric”he admits before tempering: “But it’s a long-term transition that needs to happen. It’s not something you do overnight.” Jochen Zeitz thus recognizes the need for the market to develop further and keep up with the times, as his predecessors did before him, he recalls. Nevertheless, This transition will not happen overnighthe warns.
Harley-Davidson announces transition to all-electric vehicles
“Of course we have to do that as a brand”continues the CEO, referring to the innovations that the founders have brought to the company. “We celebrate our past while evolving the brand. It was a natural progression that had to happen. » It must be said that all players in the industry are feeling the wind changing direction as the European Union prepares to ban heat engines by 2035.
In addition, Harley-Davidson is currently developing its LiveWire brand and is already preparing for the arrival of the LiveWire S2 from March on the market. Not to mention side projects like the premium e-bike Serial 1 presented in 2020. It remains to be seen what the manufacturer has in store for us in the future and in what form. this unprecedented transition in the motorcycle industry.
Source : deceen