LiveWire - 'Twist & Go' promotion in Europe
Harley-Davidson EMEA (or should that be Livewire EMEA?) has announced a sales promotion for select international markets that sounds more like a fire-sale than a love-sharing exercise from a brand in a position of strength.
The news comes not long after 'Milwaukee' had announced the sale of part of its historic Juneau Avenue Headquarters building to house a distillery, and the sale of a 10% chunk of one of the undoubted jewels in it crown - the HDFS Loan Book - to a pair of reputationally challenged investment houses not known for their positive 'bedside manner'.
It looks like 'Cash Really is King' for Harley at this time and that the search is on to find themselves some Kings. Small change down the back of the sofa anyone?
The LiveWire 'Twist & Go' promotion is billed as incorporating expansion into new European markets and updates with new features for the S2 models - "LiveWire makes it easier to enter e-mobility on two wheels with attractive price advantages, optimised machine availability, expansion into new European markets and the introduction of new, driver-oriented functions."
Describing itself as a "leading manufacturer of electrically powered motorcycles," Livewire says its announcements represent "three strategic initiatives" that are aimed at making it easier to get started with e-mobility on two wheels, making more machines available in Europe and optimising the riding experience on the bikes.
"The first initiative is the global Twist & Go campaign, which offers significant incentives for the S2 model range.
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| S2 Alpinista (left), S2 Del Mar |
"The second initiative is to expand into seven additional European countries; the third initiative is a free software upgrade that will equip the S2 models with a reverse function and roll-forward brake recuperation.
"For a limited time, the LiveWire Twist & Go promotion offers attractive incentives that make it easier than ever for riders to experience the power and innovation of LiveWire e-motorcycles. From August 28 to October 31, 2025 (or until available stock is sold out), customers will benefit from significant price savings for the entire S2 product range (from 18 years of age; subject to availability; T&Cs apply)."
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| S2 Mountaineer |
Those incentives appear to be close to a half-price sale in some instances with savings of up to £10,000 ($13,650) in the UK (for example). The S2 Del Mar can now be bought for prices starting at € 9,999 in Germany (8,599 CHF in Switzerland); with the S2 Mulholland priced from € 10,999 in Germany (9,499 CHF in Switzerland) and the S2 Mountaineer from € 12,099 in Germany (10,399 CHF in Switzerland).
LiveWire models have already been available (at least to some degree or another) in France, Germany, the Netherlands, Great Britain and Switzerland, with market expansion now bringing Spain, Italy, Poland, Finland, Belgium, Portugal and Luxembourg on-stream. The expansion is for the full Livewire range - including the 'ONE'. LiveWire models will be available "through the growing network of European dealers" in each of the new markets.
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| S2 Del Mar |
The free software update for all S2 models (reverse and roll-forward brake recuperation) will be additionally available to all US owners of an S2 model.
