LiveWire Launches S2 Alpinista Amid Sales Challenges
By ATTN Desk · Editorial oversight: Sean Han
LiveWire Group Inc. (LVWR)
Introduction
LiveWire Group Inc. develops and sells electric motorcycles. Initially launched as Harley-Davidson’s electric vehicle (EV) division in July 2021, the company became a separate entity and began trading on the New York Stock Exchange under the ticker LVWR on September 27, 2022. The company is headquartered in Milwaukee, Wisconsin, and Mountain View, California.
Corporate Structure
- Employees: 51–200 (LinkedIn, 2025)
- Manufacturing: York, Pennsylvania (Harley-Davidson plant)
- Distribution:
- Harley-Davidson dealerships
- Planned dedicated LiveWire showrooms, starting in California
Developments and News
- January 15, 2025: Announced the S2 Alpinista™, the third model on the S2 platform, and hosted launch events in Paris and Los Angeles (LinkedIn).
- March 1 – May 31, 2025: Offered financing on S2 models at an annual percentage rate (APR) of 1.49% through Eaglemark Savings Bank (LiveWire website).
- February 5, 2025: Reported 2024 sales of 612 motorcycles, a decrease from 660 units in 2023; projected 2025 sales of 1,000–1,500 units and an operating loss of $70–80 million (Wikipedia).
- May 6, 2025: Filed Form 10-Q for the quarter ended March 31, 2025 (SEC).
- May 16, 2025: Filed Form 8-K (SEC).
Financial and Strategic Analysis
| Metric | Value |
|---|---|
| Share price (May 30, 2025) | $3.36 (+17.07%) |
| 52-Week range | $0.93 – $9.004 |
| Volume (5/29/2025) | 4,165,728 |
| Avg. Volume | 2,572,620 |
| Market Cap | $584.24 million |
| Revenue (TTM) | $24.4 million |
| Net Income (TTM) | –$89.55 million |
| EPS (TTM) | –0.43 |
| Total Cash (MRQ) | $46.22 million |
| Total Debt/Equity (MRQ) | 1.16% |
| Price/Sales (TTM) | 23.91 |
| Price/Book (MRQ) | 6.01 |
- Cash reserves are available to support production and marketing efforts.
- The projected operating loss is expected to narrow in relation to planned growth in unit sales.
- Financing offers may increase customer access and enhance delivery volume.
Market Position and Industry Context
- LiveWire is identified as the first publicly traded electric motorcycle company in the United States.
- The company competes with other emerging manufacturers of electric two-wheel vehicles.
- Utilizes Harley-Davidson’s dealer network for distribution.
- Employs a modular ARROW platform across multiple motorcycle models.
- Industry trends include increasing demand for urban mobility solutions and regulatory movements toward zero-emission vehicles.
tl;dr
On January 15, 2025, LiveWire introduced its S2 Alpinista™ model in Europe and North America. From March 1 to May 31, 2025, S2 motorcycles were eligible for financing at an APR of 1.49%. As of February 5, 2025, the company reported sales of 612 units for 2024 (down from 660 in 2023) and forecasts sales of 1,000–1,500 units and an operating loss of $70–80 million in 2025. The share price closed at $3.36 on May 30, 2025 (an increase of 17.07%), and the company holds $46.22 million in cash to support its operational growth plans.