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.
And the numbers don’t lie. According to its Q4 2024 earnings report, the company posted an 11% decline in revenue for motorcycles and related products. While Harley has tried to pivot towards a younger, more global audience, it hasn’t quite cracked the code just yet. Meanwhile, LiveWire, a subsidiary completely dependent on Harley, was meant to be its future-proof electric spin-off but hasn't exactly taken off either.
You see, in 2023, LiveWire reported dismal sales, delivering fewer than 1,000 motorcycles all across the globe. It flipped just 660 two-wheelers, several thousand less than its 7,200-unit target. And so, for a brand that was supposed to be the next big thing, that’s undeniably a bitter pill to swallow.
Nevertheless, despite these challenges, LiveWire is determined to move forward. The big idea? Launch the new S2 Mulholland in Europe, ’cause electric motorcycles are all the rage over there, right? I mean, what could possibly go wrong?
At its core, the S2 Mulholland is a more relaxed, cruiser-focused take on the S2 platform. Unlike the flat-track-inspired Del Mar, this model gets higher, pulled-back handlebars for an upright seating position, making it feel more like a classic Harley cruiser—sans the thumpy V-twin growl. It’s rocking a 60 kW (80-horsepower) motor, 263 Nm (194 pound-feet) of torque, and it’ll do 0 to 60 miles per hour in about three-and-a-half seconds.
It tips the scales at a rather impressive 196 kg (431-ish pounds), runs on a 10.5 kWh battery, and offers a range of 121 miles in the city or 74 miles on the highway provided you go no faster than 55 miles per hour.
So yeah, on paper, these specs seem pretty enticing. But how much would you be willing to pay for a bike like this? $12,000? $15,000? Well, for reference, in the US, the Mulholland has an MSRP of $15,999. But what about in Europe?
How does $21,000 USD sound?
Pretty crazy, right? It’s priced at 19,427 euros in Germany and CHF 18,490 in Switzerland, making it even more expensive than the Zero SR/F—a bike that’s proven its capabilities on an around-the-world tour. And so the question is: who’s willing to pay that much?
Nonetheless, it’s clear to see that LiveWire is betting big on the S2 platform. It even expanded beyond the Del Mar and Mulholland models, recently showcasing the S2 Alpinista, a mix between a supermoto and a touring bike. Heck, LiveWire is even working with Taiwanese scooter giant Kymco on an upcoming electric maxi-scooter.
But is this really the right time for LiveWire to expand? Harley-Davidson itself is struggling, and LiveWire’s previous models haven’t exactly flown off showroom floors. Despite this, the company seems determined to push forward, perhaps hoping that an electric cruiser will finally crack the code.
Source: Electrive
