MILWAUKEE—Harley-Davidson Inc. has launched a new brand of electric motorcycles dubbed LiveWire. Its first machine will debut in early July at the International Motorcycle Show in Irvine, CA.

"By launching LiveWire as an all-electric brand, we are seizing the opportunity to lead and define the market in EV,” says Jochen Zeitz, chairman, president and CEO of Harley-Davidson. “With the mission to be the most desirable electric motorcycle brand in the world, LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond.”

“LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future,” explains Zeitz. “With a dedicated focus on EV, LiveWire plans to develop the technology of the future and to invest in the capabilities needed to lead the transformation of motorcycling. LiveWire [will] benefit from Harley-Davidson's engineering expertise, manufacturing footprint, supply chain infrastructure and global logistics capabilities.”

LiveWire will be headquartered virtually, with initial hubs in Silicon Valley (LiveWire Labs) and Milwaukee. The brand will operate dedicated EV showrooms in select locations, starting in California.