Harley Davidson Steals The Thunder In ‘Avengers: Age Of The Ultron’

RTR3VBS5 — IN PHOTO: Mark-Hans Richer, the chief marketing officer of Harley Davidson, speaks in front of an electric Harley Davidson motorcycle that is part of the "Project Livewire" in the company's store in New York June 23, 2014. The "Project LiveWire" motorcycles are not for sale but are being used by the company to get insight into rider expectations of an electric Harley-Davidson. REUTERS/Lucas Jackson

Harley Davidson has created a huge buzz for its LiveWire motorcycles with Scarlett Johansson riding one in "Avengers: Age of Ulton." This signals the movement of Harley Davidson into the growing electric Motorcycle segment, which would cater to the demographic of women, Latinos and other young adults.

"Avengers: Age Of Ultron" has been storming the box office with its action sequences and special effects. It has raked in over US$200 million [$255 million] across 44 countries, outpacing its predecessor. For many Harley aficionados, this movie has been the ultimate fantasy ride. In the YouTube Video below, Johansson’s character, the Black Widow, rides the all new Harley Davidson LiveWire, while Captain America is astride the Harley Street 750. In an ultimate sequence, Black widow drops from Iron Man’s jet, careens across traffic, speeds up staircases, twists and turns in traffic and screeches to pick up the dropped shield. Stunt director Greg Powell said to Orange County Register that they did things which even Harley Davidson couldn’t think off.

But Harley Davidson LiveWire has not reached the market yet and it is being developed in Harley Davidson’s Milwaukee Head Quarters under tight security. LA Times reports that the Avengers movie was an incredible opportunity for Harley to build awareness about the brand and encourage die-hard fans to accept its foray in to the realm of electrical motorcycles.

The LiveWire is mainly aimed at urban riders and would have a range of 50 miles between charges. CEO Matt Levatich, in an interview with CNBC, said that unlike other silent electric rides, Harley Davidson would have a turbine whine. It would have a speed of 60 miles per hour and would charge within 3 to 4 hours.

Harley Davidson leadership is at a point of transition with it hugely successful CEO Keith Wandell passing the baton over to Matt Levatich. The brand Harley has been associated with Captain America and other Marvel Studio films. But with “Avengers: Age of the Ultron,” the brand has gone on to be the ultimate ride for aspiring women bikers. LiveWire is not for the traditional Harley Davidson buyer but would help to move on to another growing demographic.