Legendary but struggling American motorcycle maker Harley-Davidson is taking a big step toward its ambitious goal of getting millions of people excited about riding motorcycles again.
The company gave Europeans their first look at its LiveWire electric motorcycle at the influential EICMA motorcycle show in Milan, Italy on Tuesday. The move is part of a drive to become a world leader in electric and hybrid motorcycles, and to attract a new kind of customer to the storied American brand.
It is also a radical departure for Harley-Davidson, which has mostly been known for more than a century for its loud, brash motorcycles known as "hogs." The image has become so much a part of the brand that the company's ticker symbol is HOG.