Key Points
- LiveWire S2 Del Mar is expected to start deliveries during Q3 of 2023.
- It starts at $15,499 in the US, which is significantly more affordable than the LiveWire One, which retails for $22,799.
- LiveWire CEO Karim Donnez said the company is “poised to have a massive impact on the electrification of the industry” and the S2 Del Mar is “still steadily moving forward.”
- The company reported net losses of $40.7 million for Q2 of 2023 but said this amount is still in line with its expectations.
- S2 Del Mar powertrains are currently being built in Menomonee Falls, Wisconsin and the first completed S2 Del Mar production bikes rolled off the assembly line in York, Pennsylvania in late July 2023.
Details
During the Q1 presentation in February 2023, LiveWire President Ryan Morrissey announced the rollout of the LiveWire S2 Del Mar had been delayed. They had planned to release it sometime during the second half of 2023, but specific details regarding the exact launch date were not provided at the time.
Fast-forward to the joint LiveWire and Harley-Davidson analyst call for the Q2 of 2023, where it was reported only 33 LiveWire motorcycles were shipped during quarter, and all of them were LiveWire Ones.
More affordable
The LiveWire One model is more expensive than the upcoming S2 Del Mar. The S2 Del Mar is expected to be more affordably priced, with a starting price of $15,499 in the US. European prices for the S2 Del Mar vary by market, starting at £18,990 in the UK, €19,990 in Germany, €20,190 in France, and €20,390 in the Netherlands.
The LiveWire executives expressed optimism about the future despite the net losses of $40.7 million reported in Q2 of 2023, stating it aligns with their expectations. LiveWire CEO Karim Donnez emphasized the company’s investments and continued support from shareholders position LiveWire for a significant impact on the electrification of the industry.
Production in progress
Furthermore, Donnez mentioned production of S2 Del Mar powertrains was underway in Menomonee Falls, Wisconsin, and the first completed S2 Del Mar bikes had rolled off the assembly line in York, Pennsylvania, in late July 2023. This indicates progress is being made, and LiveWire is steadily moving forward despite facing some hurdles.
The upcoming months are crucial for LiveWire, as the S2 Del Mar is expected to start deliveries during Q3, which ends on September 30. The company will closely watch how well the S2 Del Mar is received by customers once it hits the market.
LiveWire S2 Del Mar has several benefits for Harley-Davidson, including:
- Attracting new customers. The S2 Del Mar is a more affordable electric motorcycle than the LiveWire One, which could attract new customers who are interested in electric motorcycles but have been hesitant to buy them due to the high price.
- Boosting Harley-Davidson’s image. Harley-Davidson has been criticized for being slow to embrace electric motorcycles. The S2 Del Mar could help Harley-Davidson to improve its image as a leader in the electric motorcycle market.
- Generating revenue. The S2 Del Mar is expected to be a profitable motorcycle for Harley-Davidson. This could help the company to offset some of the losses that it has been experiencing in recent years.
The LiveWire S2 Del Mar is a significant product for Harley-Davidson. If the motorcycle is well-received by customers, it could help the company to attract new customers, boost its image, and generate revenue.
Here are some additional benefits S2 Del Mar could bring to Harley-Davidson:
- Increased brand awareness. The S2 Del Mar is a new and innovative product, and its launch could help to increase awareness of the LiveWire brand. This could lead to more people considering Harley-Davidson motorcycles when they are shopping for a new bike.
- Enhanced product lineup. The S2 Del Mar will give Harley-Davidson a more diverse product lineup. This will make it easier for the company to appeal to a wider range of customers.
- Improved market share. The electric motorcycle market is growing rapidly, and the S2 Del Mar could help Harley-Davidson to capture a larger share of this market.
Conclusion
The LiveWire S2 Del Mar is an affordable electric motorcycle that is expected to start deliveries during Q3 of 2023. The company is optimistic about the bike’s potential and believes that it will have a “massive impact” on the electrification of the industry.
While the company reported net losses in Q2 of 2023, these losses were in line with expectations. The first completed S2 Del Mar production bikes rolled off the assembly line in late July 2023, so it is likely that the bike will be well-received by customers.
Milwaukee Business Journal, LiveWire
