Where Data Tells the Story
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When Harley-Davidson decided to spin off its electric bikes division in 2021, the iconic motorbike maker had high hopes about the new LiveWire business, looking to sell some 101,000 units by 2026.
But despite the legacy automaker’s expertise in all things with two wheels, the electric market is proving to be shockingly tough. In the second quarter, LiveWire sold just 55 electric motorcycles, racking up more than $18 million in operating losses. That works out to fewer than one bike per day.
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