Harley Davidson to reveal electric motorcycle

MILWAUKEE, June 19 (UPI) -- Harley Davidson said Thursday it will launch a beta program called LiveWire that will have select customers across the country ride a new electric motorcycle.

The company will launch a motorcycle tour with a ride down the iconic Route 66, with stops at more than 30 Harley dealerships. Customers chosen for the ride will be expected to give detailed feedback that will be used to decide whether the company should roll out the bike to a wider audience.

"America at its best has always been about reinvention," Harley-Davidson COO Matt Levatich said in a statement. "And, like America, Harley Davidson has reinvented itself many times in our history, which customers leading us every step of the way. Project LiveWire is another exciting, customer-led moment in our history."

The tour will kick off next week in New York, before heading to Boston and Philadelphia. The tour will continue into 2015 with a European and Canadian leg as well.

Harley CMO Mark-Hans Richer said that the company likes to route some of its development and research through its customers rather than handing out brochures at its dealerships.

"It needed to be something real, something that customers could have a firsthand experience with," Richer said.

Harley assured riders that they will have the same ride experience on the new bikes and the exhilaration from the Harley's sound may be new but will be a distinct part of the ride.

Not only will Harley fans get a chance to ride the bikes but non-Harley owners can also ride the new electric bike and give their feedback. Harley, which has reached out to target female riders, is attempting to expand its customer base beyond middle aged men to younger riders.

"All our outreach group thinks Harley-Davidson is very cool, and our job is to make it more relevant to them," said Harley CFO John Olin said at a recent meeting with investors.