Harley-Davidson Revs Up for Electric Future: Iconic Motorcycle Maker to Phase Out Gas-Powered Bikes

Harley-Davidson, the iconic American motorcycle manufacturer, is planning to phase out bikes powered by its internal combustion engines and transition to an all-electric model. In an interview with Dezeen, Harley CEO Jochen Zeitz stated that after 120 years of being known for its large gas-powered models, electrification is the logical next step for the company. However, he added that the transition will take a long time, possibly decades, and won’t happen overnight.

According to Zeitz, Harley-Davidson’s EV transition “needs to happen” and not just on a small scale with a model like LiveWire. He envisions H-D dealers selling EVs exclusively, but it will take time for the transition to occur. He also acknowledged that the company is aware that its core customers may not be interested in buying EVs, which is why they are compartmentalizing or “quarantining” their EV efforts.

The transformation of the iconic brand will focus on targeting different consumer profiles, including those who may not usually ride large bikes and those who don’t ride at all. Zeitz believes in big transformational change for iconic brands and is excited about the long-term future of Harley-Davidson.