LiveWire, Harley‑Davidson’s electric‑bike arm, sold 653 units in 2025, securing 70% of the US >50hp e‑motorcycle segment despite a $75M loss. Learn more.
Harley‑Davidson’s electric‑bike subsidiary, LiveWire, has solidified its dominance in the United States’ high‑performance electric motorcycle segment. In 2025 the brand moved 653 units – a 7% rise over the previous year – capturing roughly 70% of the market share for electric bikes with more than 50 horsepower.
Sales Surge and Market Share
The modest increase from 612 units in 2024 to 653 units in 2025 may sound small, but in a niche market it translates into overwhelming leadership. Competitors such as Zero, Kawasaki, Sur‑Ron and Ryvid split the remaining 30% of sales, each fighting for a slice of a segment that still represents a tiny fraction of the overall two‑wheeler market.
Financial Reality Behind the Numbers
Despite its sales lead, LiveWire posted a net operating loss of $75 million in 2025, an improvement from the $109.8 million loss recorded in 2024. Revenue slipped slightly to $25.7 million from $26.4 million the year before. The high‑power e‑motorcycle category itself shrank, with total segment revenue dropping 28% – from $8.4 million in 2024 to $6.1 million in 2025.
Beyond the Core Segment: Stacyc’s Role
LiveWire’s parent company is diversifying through the Stacyc brand, which focuses on electric bicycles for kids and smaller electric motorcycles for teenagers. In 2025 Stacyc sold 21,633 units, representing the bulk of LiveWire’s volume and providing a steadier cash flow than the premium >50 hp niche.
Industry Landscape – Who Else Is Riding the Wave?
- Energica (Italy) – once a rapid growth story in North America, doubled sales in 2022 but was forced into liquidation by a court order in October 2024 due to financial troubles. The brand is attempting a revival with Singaporean investors, but the future remains uncertain.
- Zero Motorcycles – the longest‑standing U.S. electric motorcycle maker. While it offers street‑legal models over 50 hp, Zero is better known for off‑road and dual‑purpose machines.
- Verge (Finland) – entered the U.S. market in 2024, positioning its bikes as high‑end, boutique products—think “the Lamborghini of electric motorcycles.”
What This Means for the U.S. Electric Motorcycle Market
The data underscores how limited the current high‑power electric motorcycle market is in the United States. Regulatory hurdles, limited model availability and consumer price sensitivity keep overall volumes low. LiveWire’s dominance, while impressive, is measured against a segment that contributes only a fraction of total two‑wheel sales.
For investors and enthusiasts, the story is clear: leadership in a niche can coexist with financial strain, and broader market growth will likely hinge on expanding model options, easing regulations, and improving cost structures across the industry.