Buell relocating the goal posts
New organisational strategy now in placeBuell has launched a repositioning strategy, and the rollout has already begun.
Buell's new direction encompasses many changes for the brand without compromising its core philosophy - to build world-class American sportsbikes. The recent 'ceremonial' crushing of the bland and pedestrian Blast was the start of its new course.
"Our new direction is a result of a joint effort between Buell Motor Company and Harley-Davidson Motorcycles marketing teams from across all regions," said chairman and chief technical officer Erik Buell.
"After a deep dive into the organisation and its goals for the future, this new positioning does not signal a change in the core values and principals of Buell, but rather helps us to narrow and clearly articulate the focus of the brand."
And, yes, there is a revised logo to sit alongside the new strategic direction, incorporated a "repurposed" version of the Buell family crest - the Pegasus.
Check out the Buell range in the Bikesales Network's revamped Bike Showrom.
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