We all know Harley-Davidson is going through some seriously difficult times right now. The brand’s already been involved in a couple of controversies, and now, its senior management is landing punches on each other behind closed doors. In fact, H-D’s CEO also publicly announced his retirement recently.
What makes matters worse is the company’s latest financial report for the first quarter of 2025. While there are losses all over, the worst performing “asset” continues to be…you guessed it…LiveWire. Add to that the tanking stock value, and all things point to H-D might even consider pulling the plug on its EV initiative.
LiveWire Sold Just 33 Motorcycles In The First Months Of 2025
In recent times, LiveWire has upped its game with new bikes. In particular, the S2 Alpinista and Mulholland have made the brand more accessible to different kinds of riders. However, it appears this hasn’t helped with sales. We say so because LiveWire sold just 33 motorcycles in the first quarter of 2025.
That’s a 72 percent drop compared to the first quarter sales in 2024, which also results in a 42 percent drop in revenue. You don’t have to be a genius to know this is horrible news for an electric brand that’s increasing its lineup and used to project yearly sales of 50,000 units. The only silver lining (barely) is the reduced operating loss from $29 million to $20 million.
LiveWire Stock Has Crashed Horribly In Recent Times
LiveWire resulting dismal sales is no new news. But its stock crashing down sure is. While the value used to hover around $10-11 a while back, the LVWR stock currently sits at $1.15. Thanks to such horrible numbers, Harley-Davidson’s current CFO (Jonathan Root) says there will be no more money for LiveWire once its current $100 million line of credit ends.
To make matters worse, several sources suggest Harley-Davidson is considering shutting down its electric motorcycle initiative altogether. It makes sense, too. After all, H-D has tried nearly everything to sell LiveWire bikes and make a case for them. Heck, even the reviews have been rather positive around the world. So this just seems to be an issue with the lack of takers for EVs rather than some issue with LiveWire as a brand. What do you think?
2025 LiveWire Motorcycle Lineup
- S2 Del Mar
- S2 Mulholland
- S2 Alpinista
- LiveWire One
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