America’s 74 million Baby Boomers have been noticeably missing from Harley-Davidson’s recent motorcycle sales. The company recently reported a 9% decline in fourth-quarter revenue. In order to attract new customers, read “millennials,” America’s favorite Easy Rider symbol has turned its attention to electric vehicles.
But a funny thing happened along the route. Feedback to its $30,000 electric motorcycle, LiveWire, has been drowned out by the noise produced by the company’s prototype electric scooter.