Scarlet Johansson’s character Black Widow (AKA Natasha Romanoff) is expected to”electrify” audiences even more than usual when she rides the Harley Davidson’s new Project LiveWire electric motorcycle in the upcoming Marvel sequel film, Avengers: Age of Ultron. This is not the first exotic prototype Johansson’s character has introduced in a Marvel film. In the movie “Winter Solider” she drove a 2015 Corvette before it was available on the market.
While there is no word on whether the new electric motorcycle will even be commercially produced, Harley Davidson is looking to take some of the roar out of the road and to show that it is ready to move into the future and venture into new markets beyond the security of its core customer base.
"Project LiveWire reinforces the brand and its dimension," said Mark-Hans Richer, Harley-Davidson's chief marketing officer. "It's really about reinvention. We are taking what is great about America and about Harley-Davidson and we are moving it forward."
"Project LiveWire reinforces the brand and its dimension," exclaimed Harley-Davidson's chief marketing officer Mark-Hans Richer. "It's really about reinvention. We are taking what is great about America and about Harley-Davidson and we are moving it forward."
Richer rode the electric bike Monday when it was Richer rode the electric bike Monday when it was unveiled at an invitation-only event in New York. While Richter rode the bike (which can accelerate from 0-60 in 4 seconds) at an invitation only event in New York this past Monday, prior to a scheduled 30-city tour across the country. The public will be able to view the bike (but not hear it) then.
UBS analyst Robin Farley, however, has voiced his opinion that, while Project LiveWire is expected to build buzz for its brand, it is doubtful that it will build up much in the way of revenue for the company, since “electric motorcycles make up less than 1.5% of the total market with only about 5,000 units, according to UBS. However he did note that Yamaha is planning to introduce two models of its own, the PES1 and the PED1, by 2016.