Harley-Davidson Should Consider Leasing the LiveWire
Harley’s electric LiveWire needs to consider options to reach potential riders otherwise jolted by the EV’s hefty price tag.
The march to electrification is on. If it involves motoring of any sort, a manufacturer is either building an EV right now, or looking into one to put into production soon. For any company wanting to remain relevant into the future, it will need to embrace EV. Harley-Davidson is already on the ball with its first-ever electric motorcycle, the LiveWire. Though designed to appeal to new, younger, and diverse riders, Harley hoped the LiveWire would pull in long-time fans, too.
Unfortunately, Harley has not had the success they hoped for in moving the electric motorcycle out of the showroom. One major obstacle is the price. The LiveWire has a starting MSRP of nearly $30,000. Electric power alone is a hard-sell to die-hards, but putting such a high cost on an new and still unknown bike might be doing more harm than good. Luckily, there are some interesting options that might help bridge the gap. First and foremost is leasing.
Cyclotron recently discussed leasing LiveWires on their YouTube channel.
“Harley clearly doesn’t want to discount this flagship electric motorcycle,” says Cyclotron host CJ. “They probably have more modestly priced motorcycles. If they drop the price on their flagship, that’s going to put pressure on subsequent motorcycle models.”
The best deal Harley has offered on the LiveWire is a $2,000 trade-in credit on any brand of motorcycle for the electric wonder. While some might jump for the offer, most riders, especially those who would jump into the electric circus, need more on the table before taking a LiveWire home. CJ’s local Harley dealer alone still has its full allotment from 2019, paying a huge cost to try to sell the motorcycle. Sounds like a bold move needed.
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“Why didn’t Harley-Davidson offer a lease on this bike?” CJ asks. “I think this is the way to handle this situation with this LiveWire, and clear ’em out of the showrooms.”
Though commonplace in the car market, leasing is a rarity at any motorcycle dealership, let alone Harley. Though it might be hard for H-D to figure out the residual value on the LiveWire, leasing would attract the ridership it seeks for the bike. Plus, off-lease rides could turn a few more into EV owners.
It is a great idea, and we know plenty of Harley riders who would be interested in leasing. Harley needs to do something and fast to grab a hold of the electric motorcycle market. The LiveWire is a great bike, and if the future is electric, then Harley needs to grab their piece of that pie. Now is the time to think like the rebels you are, Harley.
Photos: Harley-Davidson
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