Harley-Davidson's recently unveiled Project LiveWire, an electric motorcycle concept that could help make electric bikes more mainstream, will feature prominently in the upcoming movie "Avengers: Age of Ultron."
When it comes to motorcycles, Harley-Davidson is the king, at least in the United States. Around half of all motorocylces sold in the country come from this one manufacturer. Harley-Davidson bikes have a reputation for being big and loud, which makes the company's move into the electric vehicle space seems a bit odd, especially to longtime fans of the brand. However, the average age of Harley-Davidson owners is well over 50 and still climbing. The company has failed to appeal to the younger crowd with its loud V-twin engines and old-school rebel attitude. Project LiveWire appeal to environmentally conscious youth without sacrificing an appealing visual design.
That sleek visual design will hit the silver screen in 2015 with "Avengers: Age of Ultron." A stunt double for Scarlet Johansson has been spotted riding LiveWire on the set in Seoul, South Korea. A brief clip showing the bike in action can be seen in a video taken from just outside the filming area. Although Project LiveWire isn't a production model, Harley-Davidson is using it to create discussion. Feedback from customers will help the company make improvements to the design before the launch of the consumer vehicle, which is expected in 2016.
"America at its best has always been about reinvention," says COO Matt Levatich in a statement. "And, like America, Harley-Davidson has reinvented itself many times in our history, with customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history."
Electric motorcycles have faced some significant issues so far. The lack of engine noise can unnerve many motorcycle enthusiasts. LiveWire is louder than most electric bikes, but it still lacks the traditional rumble of a Harley-Davidson V-twin engine. Battery life is also an issue. Most electric motorcycles, including LiveWire, have a maximum range of about 100 miles on a full charge, and charging takes several hours. This makes them more suited to city life than the traditional highway mindset of Harley-Davidson bikers. The solution will undoubtedly be found eventually, but it may take some time.
"I think it's coming," Dallas Nessen, manager of Golden Spike Harley-Davidson, told Standard Examiner. "They just haven't figured out how to get enough electricity to increase the range. That's why Harley's wading into the pool now. They're committed to the future; they know it's coming."
Project LiveWire is currently on tour through several Harley-Davidson dealerships along Route 66. The tour will last until late 2014. In 2015, LiveWire will embark on expanded tours in the U.S., Canada, and Europe.
Here's a glimpse of the alleged electric bike in South Korea.
