Could Harley Sell Enough LiveWires?
Harley received a lot of ire from people when it released its new LiveWire motorcycle with a price tag hovering around $30,000, but it’s starting to look like the company may not have made too bad of a decision. $30,000 is definitely too salty for me, but apparently, people have put down deposits on about half the bikes out there. That’s not excellent, but that’s not too bad for a bike that few have seen in person.
BMO Capital Markets analyst Gerrick Johnson told PowerSports Business that most dealers approved for selling the LiveWire appear to be getting about five of the bikes. Of those bikes out there, about half of them have deposits put down by customers.
Harley doesn’t need to sell insane numbers of LiveWire, really. As we said previously if Harley can manage to sell 1000 LiveWires it will have made a lot of money at $30,000 a pop. Right now it’s not quite on track for that number, but with over 100 dealers selling two to three LiveWires, it’ll be on its way.
There’s still a long way to go for Harley, the company has to prove that its LiveWire is truly a good motorcycle. Then its dealers need to be able to step up and sell the bike. Having 50 percent of the bikes with deposits is a positive sign, but it doesn’t spell success outright. It’ll be interesting to see how things go as this moves forward.