Harley-Davidson’s new electric motorbikes aim to lure millennials

MILWAUKEE – Harley-Davidson Inc. is rolling out its first electric motorcycle, with deliveries to 20 dealers across Canada expected by fall.

The new bike, dubbed the LiveWire, represents a new direction for the Wisconsin-based company as it tries to reignite faltering motorcycle sales.

With its no-emissions ride, Harley joins the ranks of California-based Zero Motorcycles, which has produced electric motorbikes for nearly a decade.

The LiveWire starts at $37,250 with a range of up to 177 kilometres of city riding on a full battery. Zero’s 2018 S models start at less than one-third the price of its newfound rival’s with a range of 143 kilometres.

Jeff Duncan, whose Harley dealership in London, Ont., is among the first 20 to sell the LiveWire, says the new motorcycle will attract a fresh market of younger, urban, green-conscious riders despite the price.

The quiet, no-clutch bike veers from all others in the 116-year history of a brand more associated with growling engines and American machismo than eco-friendly two-wheelers.