The American brand Harley-Davidson revealed the results for the first quarter of 2025 of its brand Livewire, dedicated to the electric motorcycle. And the figures are not glorious.
At Harley-Davidson, the passage to the electric motorcycle is much more complicated than expected. If the manufacturer always wishes to position Livewire as “The most desirable electric motorcycle brand in the world“, It is clear that the offer is struggling to convince despite the expansion of the range with the launch at the start of the year of the new Livewire S2 Alininista. While she already recorded a loss of $ 100 million over the year 2024, Livewire started a catastrophic year 2025.
According to the latest financial results published by the manufacturer, Livewire sold only 33 electric motorcycles during the first quarter of 2025. It was 42 % less than at the same period in 2024, where 117 copies had been sold. A grain of sand in the manufacturer’s overall sales, which reach some 31,000 units at 1is quarter 2025 (-21%), including 5,200 in Europe (-2%).
-Candere consolation: despite a reduced turnover, Livewire has managed to limit its losses. Thanks to a cost reduction plan initiated in 2024, the brand’s deficit increased from $ 29 million to 1is quarter 2024 at 20 million dollars in 2025.
| LiveWire | T1 2025 | T1 2024 | Evolution |
| Number of sales | 33 | 117 | -72 % |
| Income | 3 M$ | 5 M$ | -42 % |
| Loss of operating | 20 M$ | 29 M$ | 32 % |
The rest of your content after this announcement
The rest of your content after this announcement
