It may just be me, but I think I detect the odor of desperation here. Their business has been plummeting, with no sign of it recovering anytime soon, no matter how many "new" ICE models HD foists upon us over the next two years or so.
Harley has always sold image over substance, charging far more for their bikes than equivalently-performing (or even lesser-performing) alternatives, just because they've been able to do it. But with the next generation of potential riders being the high-tech generation, there's less and less interest for the image and cachet HD has been selling all these years. People want more for less money, and HD just isn't able to offer it.
I think HD is trying to re-brand themselves before it's too late. I have to admit the LiveWire is by far the best-looking of any of the electric bike design exercises so far to my eye. But if the performance and price aren't where they need to be, I'll stick with Zero. Zeros aren't at all attractive to my eye, but they're way ahead of anybody else in bang for the buck so far.
