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Buell is relaunching, Feb 20, 2021
Buell motorcycles is relaunching, albeit without direct involvement from founder Erik Buell.
The brand name has been acquired by another company, headed by Bill Melvin, who runs Liquid Asset Partners. Ironically this was the company appointed to liquidate the Buell Motorcycle Company (aka Erik Buell Racing or EBR).
“We are excited to bring Buell back with this awesome assortment of superbikes and performance motorcycles," said Melbvin in a Buell media release. "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.”
There is also some hint of an electric model.
Initial offerings will be based on the EBR 1190RX (at top) and SX V-twin platform, while a tourer and adventure tourer are also said to be in the pipeline.
The pic above shows employees assembling 1190SX models at its Grand Rapids facility in Michigan, USA.
Buell's corporate history is a tumultuous one: It began as a small maker in its own right, was then taken over by Harley-Davidson, was shut down somewhat inexplicably shortly after the launch of a new range of Rotax-powered 1125 V-twins, re-emerged as EBR with 1190 variants and fell over again. Buell himself is now working with an electric bike company called Fuell.
See our YouTube channel for an extensive interview with Buell when he launched the then new 1125 V-twins.
See our future collectibles profile on the Buell 1125R (above), which also provides a brief overview of the company's model history.
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