In the high-octane world of motorcycle lore, Harley-Davidson stands as a titan, its roar synonymous with freedom and power. But even titans must evolve, and under the helm of CEO Jochen Zeitz, evolution is in full throttle. In a candid interview with Bloomberg Hyperdrive, Zeitz sketches the roadmap for Harley's future, heralding the birth of LiveWire—Harley's electric offspring.

Zeitz took the Harley-Davidson wheel amidst the chaos of 2020, steering through a storm of slumping sales and shareholder unrest. The former CEO's strategy, which veered towards smaller bikes and global markets, was jettisoned in favor of refocusing on the brand's heavy, powerful roots—the bikes that are the heartbeat of Harley.

Fast forward two years and Zeitz has not only anchored the core brand but electrified it, birthing LiveWire. This isn't just another EV brand; it's a Harley revolution, charged with the brand's legendary DNA and devoid of the "baggage" that weighs down many a fledgling electric venture.

Service woes? Not for Harley. Zeitz is quick to underscore that unlike Tesla's growing pains with service, Harley-Davidson's well-oiled machine offers accessible, top-tier customer care—a heritage of trust that LiveWire inherits.

The Harley family of brands is expanding, and with it, its reach. LiveWire zooms into the market, not as a mere alternative but as a Harley experience electrified, targeting a new rider demographic without losing the essence of its lineage.

It's a strategic move that's already turning heads. Wired's "Stun Guns" feature puts LiveWire on a pedestal, crowning the S2 Del Mar as the urban rider's dream. With prices starting at $15,000, it's poised to redefine city streets.

What does this mean for the storied brand? LiveWire, the "Harley electric motorcycle," as Zeitz acknowledges it'll be known, is more than a product; it's a bridge to Harley's electric future, a testament to the brand's long-term vision.

And as for Harley-Davidson's vast array of gear and apparel, Zeitz is clear: authenticity is non-negotiable. Each product must embody the Harley provenance—a legacy that's not just about bikes, but a lifestyle.

In a world hungry for stability, the concept of a brand family is gaining traction. Take Purina, for instance. In uncertain times, there's a profound comfort in the authority and expertise of a brand family. And when the patriarch is a brand as storied as Harley-Davidson, that family name promises not just quality, but a legacy of trust.

In this shifting landscape, Harley-Davidson's move isn't just strategic; it's symbolic. It's about more than market share—it's about leading the charge into a new era, with the wind of heritage at its back and the electric horizon ahead.