Harley-Davidson, one of the first major motorcycle manufacturers to introduce electric motorcycles to its lineup, is now committed to transitioning to a 100% electric brand, according to CEO Jochen Zeitz. In a recent interview with Dezeen, Zeitz acknowledged that the transition to an all-electric lineup would be a long-term process and would take decades to complete. The company, which has a design heritage spanning over a century, is best known for its loud, large displacement internal combustion engine (ICE)-powered motorcycles. However, as Zeitz explained, the company has always been defined by its constant evolution and willingness to adapt. "If you look at the past 120 years, the company has always evolved, never stood still," he said. "Now, like the founders did at the time by trying to reinvent or invent something unique, that’s obviously something that we as a company brand need to do as well. What we’re doing is celebrating our past but also evolving the brand at the same time. It’s a natural evolution that needed to happen." In 2019, Harley-Davidson introduced its first electric motorcycle, the LiveWire, which was later spun out as its own sub-brand. The company is now in the process of bringing its second model, the LiveWire S2 Del Mar, to production. #HarleyDavidson #ElectricMotorcycles #Transition #Future #Innovation