Buell - $120m Super Cruiser Concept Preorders
In just six months, Buell Motorcycle Co. has booked over $120m in pre-orders for the Roland Sands Super Cruiser 1190 collaboration it unveiled in February 2023.
Bill Melvin, CEO of Buell, said: "Americans love style, muscle and performance. The Super Cruiser breaks the mold for all three, and the response shows that Buell simply nailed it. This is utterly unheard of for an American V-twin."
The Super Cruiser is "an evolution to Buell's innovation in engineering." Weighing 450 lbs and boasting an impressive 175 hp, it "seamlessly combines the West Coast cruiser aesthetic with the agility and handling of a sport bike, positioning Buell as the undisputed high-performance leader in American motorcycles for the foreseeable future."
Returning to the industry in 2021, Buell set up shop in Grand Rapids, MI, launching with two models - claiming the Hammerhead 1190 as America's fastest production motorcycle. Rapid expansion of its lineup included sport, touring and adventure bikes. The Super Cruiser is slated to enter production in 2025, with an estimated retail price in the $20,000 - $30,000 range.
"We've laid a solid foundation over the last two years with an amazing team and support from West Michigan leaders," said Melvin. "Now, the overwhelming demand for the Super Cruiser puts Buell on a trajectory for significant long-term growth. This ramp-up will be nothing short of exhilarating. Anyone interested in joining us for this exciting ride - in any capacity - should reach out now. We want to work with you."