Harley-Davidson faces collapse in electric motorcycle sales: only 33 units of the LiveWire sold in Q1 2025
Harley-Davidson’s electric gamble is far from winning over motorcyclists. According to the American manufacturer’s latest financial report, only 33 units of the LiveWire, its line of electric motorcycles, were sold between January and March 2025.
+ Video: F-15 Fighter Jets Escort Air Force One During Trump’s Arrival in Saudi Arabia
That figure represents a 72% drop compared to the same period in 2024, when 117 units were sold. The result sets off alarm bells in Milwaukee, home to the iconic brand, revealing the challenges of adapting a symbol traditionally tied to large combustion engines.
Million-dollar losses and contrast with conventional models
While Harley-Davidson’s classic lineup remains steady with 38,000 units sold in the same quarter, the LiveWire racked up losses of $20 million in early 2025 alone. Compared to the 57,000 combustion-engine Harleys sold in Q1 2024, the scenario looks even more concerning.
With prices above €19,000 and a real-world range of under 100 kilometers outside urban environments, Harley-Davidson’s electric models struggle to compete — both with the brand’s traditional bikes and with more affordable and efficient electric rivals.
+ J-10C: The Chinese Fighter Rivaling the F-16 Gains Prominence in International Drills
A structural challenge in the industry
The LiveWire crisis is not isolated — a number of electric manufacturers have exited the scene amid low market acceptance.
The problem lies not just in the numbers, but in the concept. High-cost electric motorcycles with lower performance than gasoline versions, expensive replacement parts (especially batteries), and long charging times remain major obstacles.
The failure of the LiveWire goes beyond a commercial stumble — it represents a strategic misstep. With millions in losses and virtually no support from the brand’s fan base, Harley-Davidson will have to reassess its electric future before the road gets even rougher.
Source and images: Harley-Davidson | Q1 2025 Financial Report. This content was created with the help of AI and reviewed by the editorial team.
