Zero Motorcycles Gets Boost From Livewire

Harley-Davidson’s unveiling on June 19 of an electric motorcycle prototype, dubbed Project Livewire, has “already impacted on business” at Zero Motorcycles.

Scot Harden, vice president of global marketing for the California-based maker of electric bikes, tells RIDE-CT/RIDE-NewEngland that traffic to Zero’s website doubled on the day that Harley debuted Project Livewire. “We had more leads in one day than we normally get in a week,” he said.

Given the iconic Harley-Davidson name and that company’s marketing clout, Harden said he expects riders’ awareness of electric motorcycles to be influenced by the addition of a big-name player. “It’s going to change people’s minds and perceptions that much quicker,” he predicted during a telephone interview.

Up until Harley’s entry, “companies like Brammo and Zero have paid a pretty heavy price with a lot of blood, sweat and tears. Harley will have to follow our lead in learning about (electric bikes),” he said.

Harley is currently touring the country with Livewire models, visiting dealerships to allow test rides and get consumer feedback. No decision has been made to actually produce an electric model.

“I think Harley is taking a very smart approach to the market,” Harden said, declining to evaluate Harley’s product until a production model comes out.

“It’s been crazy,” Harden said of the days following the Project Livewire announcement. “It’s a good thing for the whole industry.”