You could say that LiveWire has always had a bit of an identity crisis. It was originally launched as the first all-electric model under the Harley brand, a symbol of its daringness to venture into the world of electrification. But not long after, it was spun off into its own company.
Now, the LiveWire brand has a couple of bikes in its roster, and it's eyeing expansion. But given all the goings-on in the industry, is now really the best time for this?
It should come as a surprise to absolutely nobody that Harley-Davidson has struggled in recent years. Due to a multitude of reasons, both internal and external to the company, the all-American icon has been facing declining sales and a shrinking core audience.
