Hollywood has always been a tremendous platform for car and bike companies to show off their new creations to a huge audience. More often than not, the association with some of these blockbuster movies tend to last longer in consumer’s heads, making it a great avenue by which brands can promote their products. We saw it with the Chevrolet Camaro in the Transformers franchise and now, it looks like we’re about to see the same thing with Harley-Davidson’s long-standing association with Marvel Studios.

After having appeared in the two Captain America movies, Harley-Davidson is returning to the big screen in Avengers: Age of Ultron. But instead of showcasing one of its production bikes, the American bike brand decided to switch things up a little by giving the all-electric LiveWire Concept a stage to strut its stuff. Really, what bigger stage is there right now than the highly anticipated sequel to the Avengers?

Not only is Harley capitalizing on the expected global success of the movie, but having the LiveWire play a prominent role as Captain America’s chosen stead will go a long way in establishing some semblance of credibility for the bike. It’s still unclear how far Harley’s going to take the project - it’s still a concept at this point - but with its presence in the movie, coupled with the recent announcement of a global tour, there’s no denying that the all-electric LiveWire concept is getting a whole lot of mainstream attention.

Click "continue reading to read more about the Harley-Davidson LiveWire’s participation in Avengers: Age of Ultron.

Why it matters

As I’ve mentioned, there’s something to be said for a concept vehicle, be it a car or a bike, making an appearance in a blockbuster movie and riding that wave of mainstream attention to its respective industry.

It happens all the time and the most recent example I can think of is how much attention the current generation Chevrolet Camaro received when it first appeared as a prototype in the first Transformers movie. Without outwardly trying to achieve the same result, something tells me that Harley-Davidson wouldn’t mind seeing the LiveWire get the same amount of publicity as the Camaro once did.

It certainly goes without saying that the LiveWire is one of Harley’s most important bikes these days. That’s saying a lot considering that the bike is still, for all intents and purposes, a concept.

Who knows how far Harley’s going to take the LiveWire project before making a decision on whether it’s going to build it as a production model or just stow it away in its garage. What I do know is that the company’s investing a whole lot of time, money, and effort into bringing the LiveWire to a lot of people.

If that recently announced global tour didn’t make you realize it, the bike’s involvement in Avengers: Age of Ultron just might.

Source: Harley-Davidson

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