EV's SHOCK & AWE!

We hope  you did not miss our update this week but, if you did,  here's a great lead story on Harley Davidson's new electric motorcycle which part of their "Project Live Wire" campaign.  We also included some history (very entrepreneurial) on this iconic company.

At the same time you can catch up on a wide range of stories and see some fantastic videos including footage on Formula E and Tesla.

Here's the link:  http://renewablenow.biz/renewable-transportation.html

And the lead story.  Don't forget to listen to this week's radio update as well.


t's Real, and Happening Now! 

If you haven't heard the news by now, you may have either been on vacation (hopefully at an environmentally friendly resort), glued to the World Cup, or just behind on updates. So what was the Big News? Last week, one of America's, and possibly one of the world's, most iconic brands announced that it's going electric. Harley Davidsonrevealed "Project Live Wire," its official entrance into the EV marketplace. This unique company was started in 1901 by two young entrepreneurs, William Harley and Arthur Davidson, eventually became the symbol of freedom in motorcycle touring across American roads. The Harley Davidson motorcycle had the reputation of being big, bad, and of course loud, and this was exactly what the rebellious generation of the 60s was looking for, as we see depicted in the 1969 film "Easy Rider."

But, as reported by FORBES back in July 2013, the Baby Boomer generation may have run its course as a viable market for HD as the article suggests:

"The problem is that its core customers belong to a generation that is now over 50 years old, primarily male, and mostly white. These consumers have oodles of money to spend (and fantasies yet to be realized), but many of the likeliest buyers have already bought bikes, and their aging bodies are going to demand that they find other, more sedate ways to add check marks to their bucket lists.

The effects of this transition are evident in the company’s sales. H-D sold 349,196 bikes in 2006, but only 247,625 last year, or a decrease of almost  30%. It still maintains healthy margins, runs a great business, and is still the dominant brand by far, but it dominates a portion of the motorcycle category that’s shrinking (think Bud and beer)."

So enter "Project Live Wire." For ReNewable Now, this makes all the sense in the world and we applaud Harley Davidson for moving in this direction. But what we want to do is help our audience connect the dots, follow the trends, and hopefully be ahead of the curve.