LiveWire Sales Tick Up… But the Numbers Still Look Tiny
- Buck City Biker
- 17 hours ago
- 2 min read
Harley-Davidson’s electric spin-off, LiveWire, has released its 2025 electric motorcycle sales numbers. And depending how you look at it, the story is either steady progress… or proof that the premium electric motorcycle market is still a tough gig.
Let’s start with the headline number. LiveWire sold 653 electric motorcycles worldwide in 2025, up from 612 bikes in 2024 according to company financial results. That’s a 7% year-on-year increase, technically growth, but a small number for a global motorcycle brand. In fact, you could park every LiveWire sold last year inside a couple of decent-sized biker rallies.
LiveWire Sales Jump in Late 2025
Interestingly, most of those sales came right at the end of the year. LiveWire shifted 381 motorcycles in Q4 alone, a 61% jump compared with the same quarter in 2024.
Why the sudden surge? Discounts. The brand cut prices with it's twist-and-go promo toward the end of 2025, a move widely interpreted to move inventory through the dealer network.
The thing is, it worked, at least short term. When the deals landed, buyers showed up. But that spike also highlights a bigger issue: price sensitivity in the premium e-moto segment is strong.
The Revenue Problem
Even with that sales bump, the financials tell a more complicated story. LiveWire reported $25.7 million in revenue for 2025, slightly down from $26.4 million in 2024.
In other words: More bikes sold. Less money coming in. That’s what happens when incentives and discounts enter the chat. The good news for the company is that losses are narrowing. LiveWire posted a net loss of around $75 million in 2025, a big improvement from nearly $94 million the previous year.
Still, losing tens of millions to sell a few hundred bikes probably isn’t the long-term plan.
Context: The Electric Road Bike Market Is Tiny
Before anyone piles on LiveWire, it’s worth remembering the bigger picture. LiveWire holds a big share of the U.S. electric road bike segment, but the segment itself is tiny, especially in the premium category where LiveWire plays.
Bikes like the S2 Del Mar, Mulholland, and Alpinista sit in a price bracket where riders expect serious performance and range. That’s a tough ask for battery tech that’s expensive and for buyers who could pick up an ICE machine and still have cash left in their pocket.
The BCB Take
LiveWire isn’t just playing the short game with the bikes currently on showroom floors.
The company has been building out its platform strategy around the modular S2 Arrow architecture, which underpins the Del Mar, Mulholland and Alpinista models.
There’s also a push toward lower-priced machines and new categories, including the S4 Honcho and electric maxi-scooters developed with Kymco.
That’s a hint at where the industry might be heading. Right now though, the uncomfortable truth is simple: high-end electric road bikes are still searching for their audience.
For LiveWire, the challenge is simple. They don’t just need to build good bikes. They need enough riders to actually buy them.
Ride safe, folks.
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Data Source: LiveWire Group 2025 financial results.
