Buell Motorcycles (the brand name) is indeed back, but the story of how and why is definitely complicated. In a recent press release, the company currently holding the Buell name (which was bought back from Harley-Davidson in 2020) declared, "Buell is back and racing to the future!" For anyone who appreciated Buell models of the past, that's exciting news, but there is a glaring omission. The man who founded the company and who it is named after, Erik Buell, is not involved in any way.
The Story Of How Buell Hopes To Come Back Again
The latest iteration of Buell Motorcycles, led by CEO Bill Melvin and based out of Grand Rapids, Michigan, aims to release ten new models by 2024. The first examples will pick up where Erik Buell Racing (EBR) left off with the 1190RX. Utilizing this platform as a springboard, the manufacturer plans to expand into an adventure tourer and even mentioned delving into medium and small displacement machines. These are lofty goals for such a small company, but a return of the cutting-edge 1190RX will certainly stir up the V-twin sportbike scene once again.
The Sportbike Soap Opera That Is Buell
There may be no greater sportbike saga than the story of Buell. The narrative behind this brand is filled with intrigue, as a small fish got gobbled up by a big one and spit back out again. A former racer, Erik Buell began his career with Harley-Davidson but left to form his own company. As Buell began to experiment with Harley-Davidson engines in performance bikes, the Motor Company took notice and eventually invested in Buell's fledgling endeavor.
In 2003, Harley-Davidson purchased Buell and released an innovative set of machines based on the XB platform that used the frame as a fuel tank, the swingarm as an oil tank, and placed the front brake rotor on the perimeter of the wheel. Erik Buell thought outside the box and brought inventive ideas to the motorcycle industry, but the relationship proved short-lived.
A New Chapter For Buell Motorcycles
In 2009, Harley-Davidson shut down Buell, leaving Erik without the company he had founded. He bounced back by establishing EBR and developed the 1190 into a credible race bike. Hero Motorcorp invested in EBR, but that deal eventually went south and the company went bankrupt.
Bill Melvin, who is also the CEO of Liquid Asset Partners, oversaw the liquidation of Buell under Harley-Davidson and when EBR went under, he appeared again, but this time he retained the name and is spearheading the mission to revive Buell Motorcycles. (Erik Buell has since established an electric bicycle and motorcycle company called Fuell with two other partners).
This latest chapter in the story of Buell Motorcycles shows some signs of hope, as the latest version plans to carry on the legacy of the company, even without Erik's involvement.