Reference no: EM133342765

Read the following except from the Wall Street Journal and answer the questions about Harley-Davidson.

Harley-Davidson's Electric Motorcycles Struggle to Connect With Investors

Harley-Davidson Inc's LiveWire subsidiary is off to a rough start as a public company, as its electric motorcycles struggle to attract riders and investors.

The first LiveWire model reached the market in 2019 after almost a decade of development. Harley executives wanted to tap into the growing popularity of electric automobiles with a high-performance, zero-emissions motorcycle.

For most regular Harley riders attracted to the distinctive throaty rumble of Harley's gasoline engines, the quiet whirl of LiveWire's electric motor was considered a nonstarter, dealers said. The first bikes were priced at nearly $30,000-as much as some of Harley's popular models with gas engines-and too expensive for most riders interested in taking a flier on something new, dealers said.

Mr. Zeitz (Harley's Chief Executive) repositioned LiveWire for younger, price-conscious rides, with an eye toward overseas markets. The motorcycles recharge their batteries from the energy created by braking, giving the bikes longer ranges in stop-and-go traffic than in highway driving.

"It's a perfect bike for urban travel," said Ryan Morrissey, president of LiveWire Group. "It's a fun way to get around a city or a suburb."

"If you're new to motorcycling, they're much easier to ride," he said. "You don't have to gear shift."

Based on the above excerpt and our discussion of Harley-Davidson in class, why do you think that it makes sense for Harley-Davidson to be selling its electric motorcycles under a separate brand name (LiveWire)? Please briefly discuss both from the perspective of pleasing Harley-Davidson's "regular customer" and from the perspective of attracting new customers who don't already ride Harley-Davidson's motorcycles (or motorcycles at all).