I couldn't stop thinking about LiveWire slashing the price of the One by €10,000 to compete with Honda's WN7. I couldn't understand how a company can just cut the MSRP of a product by 41% to compete with another brand. Then I thought, "Just be happy, cheaper motorcycles are good for everyone," except that's not true. Anyone who bought a LiveWire in Europe during the last couple of years has been royally screwed by the company.
When LiveWire announced the One was entering the European market in March 2023, it came with an MSRP of €25,290. This was a lot for an electric motorcycle but less than the massive flop that was the Harley-Davidson LiveWire, which sold in Europe from 2019 to 2022 for €33,000-34,000. After LiveWire became its own brand, reduced the MSRP to fix the atrocious job Harley did of pricing it and started selling in Europe in 2023, sales were still sparse.
We can cheer LiveWire on here for slashing the price in 2023. The current price reduction, however, feels more difficult to support, considering how much it depreciates the resale of existing customers' bikes.
