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Published Jul 12, 2019

Recode Decode: Harley-Davidson CEO Matthew Levatich (Live at Code 2019)

Harley-Davidson CEO Matthew Levatich explores the company's shift towards electric mobility, strategies to overcome urban mobility challenges, and the impact of trade tariffs on global competitiveness in a rapidly evolving market.
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  • Electric Revolution

    Harley-Davidson is embracing the electric motorcycle revolution with its LiveWire model, a high-performance bike designed for the next generation of riders. highlights the simplicity and speed of the LiveWire, which can accelerate from 0 to 60 mph in just three seconds, making it accessible to those unfamiliar with manual transmissions 1. This shift from focusing on the motorcycle itself to the experience of riding aims to rekindle interest among both existing and potential riders 2.

    With a great product that allows people to really get the most out of the ride, because that's what it's about.

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    The LiveWire represents Harley-Davidson's commitment to innovation and adapting to changing consumer preferences.

       

    Sound Experience

    The sensory experience of riding an electric motorcycle offers a unique appeal, distinct from traditional bikes. describes the unexpected joy of hearing the natural environment while riding, a stark contrast to the loud engines of conventional motorcycles 3. This new auditory experience is part of Harley-Davidson's strategy to enhance the riding experience and broaden its appeal.

    It's not what you don't hear. It's what you now hear.

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    As electric vehicles become more prevalent, Harley-Davidson is positioning itself to lead in this evolving market 4.

       

    Sustainable Growth

    Harley-Davidson is committed to sustainable growth by minimizing its environmental impact while expanding its business. explains the company's use of an environmental profit and loss statement to measure and reduce its ecological footprint, from raw materials to product use 5. The company recognizes that while electric vehicles are not yet the ultimate solution due to current electricity generation methods, they hold promise for the future.

    One of the five objectives that we have under our grow the next generation of riders is to grow our business without growing our environmental impact.

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    Harley-Davidson's proactive approach to sustainability reflects its dedication to innovation and responsibility.

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