Harley-Davidson’s electric spin-off brand LiveWire may be gearing up to launch a new model under the name “S4 Honcho,” according to a recent trademark filing with the United States Patent and Trademark Office (USPTO).
The trademark was filed for use on “electric motorcycles and structural parts therefor.” That’s about as vague as it gets, but it’s enough to get the speculation wheels turning, especially since the name “Honcho” feels a little more wild west than LiveWire’s current city-slicker lineup.
LiveWire currently offers two motorcycle platforms: the flagship LiveWire One, and the more affordable S2 line (which just went on supersale), built on a more adaptable platform that currently serves the S2 Del Mar, S2 Mulholland, and S2 Alpinista. The company has already previewed two more models in the works, likely to become the new S3 platform, and so this “S4 Honcho” filing could be our first hint at an entirely new platform. Based on LiveWire’s naming system, an S4 designation would point to a larger, more premium electric motorcycle, potentially even one with touring or adventure capabilities. It also fits with previous indications from LiveWire that an S4 flagship platform could follow in the future.
That fits with the name “Honcho,” which carries an aggressive, take-the-lead kind of vibe. Could this be LiveWire’s entry into the ADV segment? Or perhaps a full-size electric cruiser to win over traditional Harley riders who haven’t yet gone electric? Is it meant to compete with heavier-weight gas motorcycles? Or could it be something else entirely? Such new directions could help expand LiveWire’s currently limited lineup into new categories, especially as more brands enter the commuter and urban e-moto space. But at the same time, LiveWire has struggled to move its already full-sized electric motorcycles, leading many to speculate that its best chance of short-term success could lie in the upcoming smaller format and more affordable S3 line.
Of course, it’s worth noting that companies often file trademarks for names that never see the light of day, or that take many years to eventually work their way to production. Filing for trademarks early is a common industry tactic to secure intellectual property, even if a product isn’t finalized yet – or might not be built at all. Still, the fact that LiveWire has applied for the S4 Honcho trademark suggests this is more than a back-of-the-napkin idea.
FTC: We use income earning auto affiliate links. More.
