LiveWire Privacy Notice

Privacy Notice As of May 5, 2021


Our primary goal in collecting your personal information is to enable us to provide our products and services to you and help personalize your interactions and experiences with us. This notice explains what personal information we may collect from you, when we may collect it, how we may use and disclose it, and your rights regarding our use of it. By using our websites, our mobile app and any products or services purchased or subscribed to via our websites and mobile app and by submitting your personal information, you agree to the terms of this Privacy Notice.

WHO IS LiveWire?

For the purposes of this Notice, LiveWire is LiveWire EV, LLC. and its subsidiary and affiliate entities, including Harley-Davidson (excluding Harley-Davidson Financial Services, Inc. and its subsidiary entities). Harley-Davidson includes Harley-Davidson Motor Company and Harley-Davidson Dealer Systems.

Harley-Davidson Financial Services has its own privacy practices and privacy notices, including their own opt-in and opt-out processes. Except to the extent specified in this Privacy Notice, this Privacy Notice does not apply to them. Please visit: to learn more about Harley-Davidson Financial Services' privacy practices.

LiveWire dealers operate independently from LiveWire. This Privacy Notice also does not apply to LiveWire dealers. Please contact the dealer or visit the dealer website to learn more about its privacy practices.


We may collect personal information from you when you visit one of our websites or stores, use our mobile app, place an order with us online or by phone, make an in-store purchase, save your information with us online, contact us with a question or concern, or participate in a contest, promotion, or survey.In addition, we may collect personal information from you when you subscribe to one of our services.

If we do not collect this personal information, we may not be able to provide you with the products and services you have requested. For the purposes of this Privacy Notice, personal information may include, but is not limited to, your name, email address, postal address, phone number, mobile phone ID, location data, gender, birthday, or personal interests.

We maintain a record of your product and service interests and the purchases you make and services you subscribe to online, by phone, or in our stores. Information collected may be combined with information we acquire from our joint marketing partners or other unrelated third parties as permitted by local law.

Consent: Privacy legislation requires LiveWire to obtain the consent of an individual to the collection, use or disclosure of personal information in many circumstances.

By providing your personal information to LiveWire, you agree that LiveWire may collect, use and disclose your personal information in accordance with this Privacy Notice and as otherwise permitted or required by law, and that LiveWire may access, process and store your personal information in your country of residence or another country.

When LiveWire receives personal information from you for the purposes of providing you with LiveWire’s services, products or for other uses identified in this Privacy Notice by LiveWire, you are providing LiveWire with consent as follows:

Providing LiveWire with your personal information is always your choice.You may withdraw your consent at any time; such withdrawal shall not affect the lawfulness of the processing based on consent before its withdrawal.When you request products and/or services from LiveWire, utilize LiveWire’s services, or register with any of LiveWire’s websites, LiveWire asks that you provide information that enables LiveWire to respond to your request and/or provide you with LiveWire’s products or services. In doing so, you understand that LiveWire may collect and use your personal information and disclose your personal information to appropriate third parties, as detailed in this Privacy Notice.

If you do not agree to this Privacy Notice, you should not use LiveWire’s websites, mobile app, or any products or services purchased or subscribed to via our website or mobile app. Please contact LiveWire using the contact information listed in the "How do I contact LiveWire" section below if you wish to withdraw your consent to LiveWire’s collection, use, or disclosure of your personal information as described in this Privacy Notice and do not continue to use our websites or mobile app. After withdrawing your consent, you will not be permitted to access or activate any products / services purchased or subscribed to via our websites or mobile app that require your consent in order for LiveWire to provide the relevant product / service.

Electronic Communications: Where applicable, we will seek your express consent to contact you, including by way of commercial electronic messages. You can unsubscribe at any time from receiving commercial electronic messages by following the instructions in such messages. Even if you have opted out of receiving promotional communications from us, please be aware that we may still contact you for other purposes. For example, we may contact you to provide communications you have consented to receive, regarding the products or services we provide to you, or if you contact us with an inquiry.


We may use your personal information in the following ways:

Keeping Information Accurate / Access and Correction:

Having accurate information about you enables LiveWire to give you better service. You can help LiveWire keep personal information up to date by keeping LiveWire informed of any changes, such as a change of address, telephone number or any other circumstances.

Where required by law,you may have the right to access, verify and amend the information LiveWire has about you after LiveWire has received your written request and authenticated your identity.

In some situations, LiveWire may not be able to provide access to certain personal information as the right to access personal information is not absolute. If LiveWire does not provide you with the requested information, LiveWire will notify you in writing and explain LiveWire’s reason(s) for not fulfilling your request.

Despite LiveWire’s efforts, errors sometimes do occur. If you identify any personal information that is out-of-date, incorrect or incomplete, let LiveWire know and LiveWire will make the corrections promptly and use every reasonable effort to communicate these changes to other parties who may have inadvertently received incorrect or out-of-date personal information from LiveWire.

Retention and Destruction of Personal Information:

The amount of time LiveWire will retain personal information varies, depending on the services LiveWire has provided and the nature of the personal information that LiveWire holds. LiveWire retains personal information for such period as is necessary for LiveWire to maintain sufficient information, so that LiveWire may respond to any issues that arise later or as is required by law.

Legal requirements, however, may require us to retain some or all the personal information we hold for a period that is longer than that for which we might otherwise hold.

When personal information is no longer required by LiveWire or by law, LiveWire will either convert it into an aggregated non-identifying form or LiveWire will appropriately destroy or erase the personal information in a manner that is in accordance with LiveWire’s current policies and procedures.

You control the choice of receiving marketing information or marketing calls. For instructions on opting out, please see the section entitled, “How do I Opt-In or Opt-Out of Promotional Communications?"


LiveWire and third-party companies we work with use tracking technologies (including cookies and pixel tags) on our websites in order to provide tailored advertisements on your behalf and on behalf of other advertisers across the Internet. LiveWire and these companies may collect information about your activity on our sites and other sites, as well as your interaction with our advertising and other communications, and use this information to determine which ads you see on websites and applications.

For more information on our use of cookies, see our Cookie Policy.

We do not currently respond to "do not track" signals, we are trying to provide a personalized experience.


We may share your personal information with LiveWire subsidiaries and affiliates throughout the world (including with, but not exclusive of, Harley-Davidson Inc., H-D U.S.A. LLC, Harley-Davidson Motor Company Group LLC, Harley-Davidson Motor Company Inc., Harley-Davidson Motor Company Operations Inc., and Harley-Davidson Dealer Systems Inc., all of which are based in the USA) to assist us in providing any services to you, offering any personalized experiences, offering products or services that may be of interest to you, and to process online orders and other requests.

We may also share information with our independent dealers and Harley-Davidson Financial Services (HDFS).

We may also share personal information with our third-party service providers to the extent necessary for those providers to provide services to us, including, but not limited to, technology service providers, payment service providers, marketing agencies, professional advisers and other suppliers.

We take steps to ensure that these companies are contractually obligated to keep the personal information that we provide to them confidential and to use such information only as we permit.

We may also share personal information with nonaffiliated companies that market LiveWire branded products and services, or in connection with your financial obligations concerning a LiveWire product or service. These companies have their own privacy practices and notices.

If we sell all or part of our business or assets or are otherwise involved in a merger or business transfer, or in the unlikely event of bankruptcy, we may transfer your personal information to one or more third parties as part of that transaction.

There may be instances where the law requires we disclose your personal information to respond to subpoenas, court orders, or other legal process, to respond to a request for cooperation from a law enforcement or another government agency, to establish or exercise our legal rights or defend against any legal claims, or when we believe it is necessary to investigate, prevent, or respond to suspected breaches of our website terms and conditions, illegal activities, fraud, or to protect the safety, rights, or property of you, us, or a third party. LiveWire implements contractual guarantees to help protect your personal information.

The entities mentioned above may be established in countries other than your own, including in the US, Europe and India. By submitting your personal information, you agree to such overseas transfers for the purposes detailed in this Privacy Notice.


You can review and change certain personal information using one of our online sites (such as on access your information at a LiveWire website, simply sign into your account using your email address and password, and you will be able to edit certain personal information in your account profile.

You can also ask us for access to your personal information, to have it corrected or updated or, to the extent allowed by applicable law, oppose our use of your personal information by contacting us as described in the section entitled "How do I contact LiveWire?".


LiveWire wants to communicate with you only if you want to hear from us. At the time when we collect your personal information you will generally be offered a choice, in compliance with local law, of whether you wish to receive promotional communications or other electronic communications. If you elect not to receive such communications, we will not process your data for marketing purposes. If at any point in the future you decide you prefer not to receive promotional information such as information about special offers and marketing events or other electronic communications, you can follow the process below.


If you change your mind about your current communication preferences withLiveWire,you can use the unsubscribe feature in a marketing email or log into your online profile account via our website or mobile app to change your preferences and consents. You can also contact our customer service team via phone or mail as described in the section entitled "How do I contact LiveWire?".

We are required by law to provide motorcycle owners with warranty and recall information. Please note that when you make a business transaction with us (for example, purchase a product or subscribe to a service online) we will confirm your order or subscription status (and any related shipment) by email. We may also need to contact you via telephone, email (in accordance with applicable laws) or postal mail or notification via the mobile app with questions or information regarding your order or subscription. Opt outs are entity specific. Opting out with respect to one entity is not automatically effective with respect to the others. For example, opting out for LiveWire does not opt you out for Harley-Davidson Financial Services.

If you ask to no longer receive promotional communications or other electronic communications from us, we will mark your information as "do not market" and take steps to honor your request in accordance with applicable laws.


LiveWire dealers are independent entities.Dealers may share certain information with us in connection with your purchase of a LiveWire vehicle. However,this notice does not apply to independent LiveWire dealers or your communications with them. To change your privacy preferences with a LiveWire dealer, please contact the dealer directly.


LiveWire may hold your personal information in paper and/or electronic form. LiveWire maintains physical, electronic, contractual, procedural and managerial safeguards to protect the confidentiality, integrity, security, and privacy of your personal information.We use Secure Sockets Layer (SSL) technology to protect your information as it is transmitted to us. We also employ user authentication procedures and other preventative technologies designed to keep your data secure and protected. Access to personal information stored by LiveWire is limited to authorized LiveWire personnel who require access to perform their job functions, to LiveWire subsidiary and affiliates, and to authorized third parties that are contractually required to keep your information confidential and secure. Please note, however, that no data transmission or storage can be guaranteed to be 100% secure. As a result, while we strive to protect the information we maintain, we cannot ensure or warrant the security of any information that you transmit to us.

You are responsible for taking all reasonable steps to protect your Customer Account ID and password. Please store these in a safe location and do not share them with any third party.


For your convenience, our websites and mobile app may contain links to other companies' sites such as authorized LiveWire dealers, which may have privacy notices that differ from our own. We do not endorse and are not responsible for the content or practices of any linked sites. We recommend that you review the privacy notice of any site that you access through a link from our websites or our mobile app.


As LiveWire business or outside business conditions change, we may update our Privacy Notice to reflect changes in our practices. We will post a revised Privacy Notice on our website as needed due to changes in our practices or as otherwise legally required.


For questions or concerns specific to our Privacy Notice and its application or complaints about our handling of your information, send your question, concern or complaint using the contact information listed in the "How do I contact LiveWire?" section below.

We will review and respond to all complaints within a reasonable time of receiving them. If you are not satisfied with our response, you may have rights to make a complaint to the applicable regulator in your country.


This section only applies to individuals resident in California.

Residents of California may request a list of all third parties to which LiveWire has disclosed certain personal information during the preceding year for the third parties’direct marketing purposes. A California resident can request this list by contacting us by e-mail as described in the section entitled, "How do I contact LiveWire?". All requests must include the statement “Your California Privacy Rights“ in the body and include the name of the LiveWire website for which the request pertains, as well as your name, street address, city, state, and zip code. Please note that we will not accept requests except as designated here, and we are not responsible for notices that are not sent properly.


To change selections about receiving promotional communications, or to update your personal information, you can contact LiveWire by email, telephone, or postal mail. It may take up to 10 days to process your email request and 6-8 weeks to process your postal mail request, during which period you may continue to receive communications from LiveWire.In certain countries,we may be subject to shorter time periods for certain types of requests as a matter of law.

If contacting us by postal mail, please include your name and the email address or street address you used when you provided your information to LiveWire.


Customer Care via phone

Regular Mail
Attn: Chief Privacy Officer
3700 W. Juneau Avenue
Milwaukee, WI 53208