Buell Motorcycles

Buell Motorcycles - "Back in Production"

Well, where to start! The motorcycle industry is littered with motorcycle manufacturer dramas that could be described as "storied", but then there is Buell.
Not Erik Buell himself you understand, but the ignominious fate that befell the various iterations and ownerships of his name and the stop, start, on, off and now, it would appear, back on again fate that befell Buell Motorcycles after triage when Harley CEO Keith Wandell unceremoniously dumped the brand in 2009 as he searched for a corporate lifeboat.
After umpteen failed acquisitions and investments (including by India's Hero MotorCorp - Harley's new business partner on the sub-continent), the ball fell at the feet of a certain Bill Melvin, whose Grand Rapids, Michigan based Liquid Asset Partners was left owning the Buell IP and unable to find a buyer.

Having sold off such assets from the Troy, Wisconsin Buell factory as he could, Melvin talked a good game in 2016 about bringing the brand back to life, but since then? Aside from Erik Buell's apparent association with a hopeful New York based electric bicycle ('PedElec') start-up called Fuell a couple of years ago, it has been radio silence - both in terms of the man himself or the eponymous brand.
Until February 19, 2021 that is, when a press release appeared stating confidently that "Buell Motorcycles is back in production in America."
The release went on to say that "the new Buell Motorcycles will launch ten performance models by the 2024 model year. The exciting models will be representative of the superbike performance and handling expected of the legendary Buell brand. Exciting times ahead for fans of American motorcycles."

 

"Buell is back!" said Bill Melvin, CEO. "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 and adventure models, then we're expanding our displacements to be competitive with other global brands. The passionate Buell Nation can grow and thrive again."

The release says that "Buell Motorcycles' upcoming models will include variants for dirt, dual-sport, touring and cruisers while expanding the line-up to include medium and small displacement motors. Buell is also in the initial exploration phases for a high-performance electric model and is open to collaboration ideas with other companies.
"The models currently in production are built by hand in Grand Rapids, Michigan, and based on the high-performance 1190 platform, known for the innovation of fuel in frame, perimeter brake rotor, exceptional handling and high horsepower."
"Buell is known as the American brand for high performance, innovation and adventure. Fast is fun again on a Buell. We will continue and expand on that," said Melvin. "We have already launched a dirt bike with Cipala Racing that won an AMA Championship, and Buell will be dominating at NHRA this year."
Apparently "EBR Motorcycles [which once stood for Erik Buell Racing] acquired the Buell brand in early 2020 and began developments to bring Buell back." The release states that Buell will be present at Daytona Bike Week 2021 at the J&P Cycles Destination Daytona Mega Store.
Kudos to Bill Melvin for his persistence and determination. A comeback of the kind being described, and at this time in the long-term motorcycle industry cycle (to say nothing of the pandemic impacts on "business as normal"), seems unlikely - but if he can pull it off? They'll be building statues to Bill Melvin decades from now!