Harley-Davidson’s newish boss, Jochen Zeitz, hopes to steer the brand towards a future of electric bikes and more appeal with digitally driven Gen Zers. Photo: @harleydavidson/ Instagram
Harley-Davidson’s newish boss, Jochen Zeitz, hopes to steer the brand towards a future of electric bikes and more appeal with digitally driven Gen Zers. Photo: @harleydavidson/ Instagram
Daniel Langer
Opinion

Opinion

Daniel Langer

Harley-Davidson LiveWire: can America’s most iconic motorcycle brand ignite Gen Z with its first electric bike?

  • New Harley-Davidson CEO Jochen Zeitz’s Hardwire project hopes to slim down and ‘rewire’ the brand as it faces an ageing customer base and environmental concerns
  • The brand’s first electric bike, LiveWire, shows promise – but to sell it Harley needs to appeal to a younger, hipper, urban and more conscious consumer

Harley-Davidson’s newish boss, Jochen Zeitz, hopes to steer the brand towards a future of electric bikes and more appeal with digitally driven Gen Zers. Photo: @harleydavidson/ Instagram
Harley-Davidson’s newish boss, Jochen Zeitz, hopes to steer the brand towards a future of electric bikes and more appeal with digitally driven Gen Zers. Photo: @harleydavidson/ Instagram
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