Do not adjust your computer monitors. Don’t worry about the date, this is not an April Fools joke. What you are seeing is real. Buell is back.
The Buell Motorcycles name is returning back to business, as Erik Buell Racing has acquired the name from Harley-Davidson, and plans to relaunch its motorcycle business under the moniker.
With that news, Buell Motorcycles has big plans, as the American company hopes to release 10 motorcycles by the 2024 model year.
To start with, the bikes that Buell will have on offer will look very familiar (like the 1190RX superbike shown above), as the company will continue where EBR left off.
Of note, Erik Buell will not be associated with the new business effort, the company has said.
“Buell is back!” said Buell CEO Bill Melvin in the company’s press release. “We are excited to bring Buell back with this awesome assortment of superbikes and performance motorcycles.”
“We start with the fastest American production motorcycles, hand built in the USA, so that’s a nice start! We’re building out those platforms for more touring & adventure models, then we’re expanding our displacements to be competitive with other global brands. The passionate Buell Nation can grow and thrive again.”
Of course the big question is how this reboot of the Buell brand will fare in the post-pandemic market situation, and also with the current onslaught of performance motorcycles available on the market.
Additionally, one has to be concerned about a reboot that attempts to start with the same products that failed previously in the market, and left dealerships and customers with a bad taste in their mouth.
There were plenty of mistakes and missteps made with the Buell and EBR ventures, will it be third time’s a charm this go around though? Only time will tell.
Source: Buell Motorcycle