Harley-Davidson selects Millbrook for Project Livewire

Motorcycle brand Harley-Davidson has announced it will launch its Project Livewire European Experience Tour at Millbrook Venues in Bedfordshire on 16-17 May.

Guests will be able to testdrive the new Harley-Davidson motorbike
Guests will be able to testdrive the new Harley-Davidson motorbike

The Harley-Davidson experiential touring event will target 1,000 motorbike fans throughout Europe. Selected guests will be given the chance to help shape the future of Project Livewire, Harley-Davidson’s first electric motorcycle, by riding the bike and providing feedback for the brand’s research and development.

Millbrook’s Cubo venue will host the ‘Ride and drive’ element of the experience. Here, 200 competition winners will be able to ride the new motorbike around the proving ground’s 70km of test tracks.

The venue will also host the Harley-Davidson Jumpstart demo – a simulated driving experience that will give those who do not ride a chance to experience the motorcycle.

Following its UK stint, the experiential tour will head to venues - yet to be named - in France, Italy, Germany and the Netherlands between June and August. A 13-stop tour of dealerships and consumer events in the US and Canada begins this month.

Michael Carney, Harley-Davidson EMEA regional PR manager, said: "In keeping with Harley-Davidson’s customer-led product development approach, the Project Livewire Experience Tour allows us to gain insight from riders to help us shape the future direction of this exciting technology. 

"With Millbrook’s commitment to the testing and development of advanced low carbon technologies, including electric vehicles, and the combination of its unique venues and extensive track facilities, we felt that it was the perfect location to hold our event."

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