Buell returns with new models after 11-year hiatus

Buell Motorcycles has been resurrected, with ten new machines set to be rolled out by the 2024 model year. It marks the first activity from the Buell brand since its demise in 2009.

Now under the ownership of EBR Motorcycles, Buell plans to offer bikes in the sport, dirt, dual-sport, touring and cruiser categories, with large, medium and small displacements. The reinstated brand also hopes to collaborate on a high-performance electric model in the future.

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The company already has several models in production, originally built under the EBR banner. Those models include the Hammerhead 1190RX superbike, and its streetfighter sibling, the 1190SX.

Buell also has an 1190HRC dirt bike which has already won the AMA National Hill-Climb Championship with Logan Cipala. The brand’s website states that the same platform will be used for an 1190 Baja off-road race bike.

The first of the planned new models is listed as the 1190 Super Touring, and gives a planned release of 2023. A blacked-out photo shows a sporty adventure bike complete with hard panniers.

“We are excited to bring Buell back with this awesome assortment of superbikes and performance motorcycles,” said Bill Melvin, Buell CEO. “We start with the fastest American production motorcycles, hand-built in the USA. So that’s a nice start.”

The Buell story began in Grand Rapids, Michigan in 1983, when ex-Harley engineer Erik Buell founded his own company. In a twist of fate, Harley-Davidson acquired 49% of the company in 1993 and took over completely in 2003.

Buell Motorcycles operated under Harley’s ownership until 2009, when the Motor Company decided it wanted to focus on its own brand. Buell was dumped, and Erik went on to start Erik Buell Racing (EBR). Sadly, EBR struggled and went into receivership in 2015.

Erik Buell’s involvement ended in 2016 when the company was sold to Liquid Asset Partners, who intended to keep the company going until a suitor emerged.

EBR purchased the rights to the Buell brand in 2020, but is unclear if Liquid Asset Partners is still in charge. Erik Buell has stated that he has no involvement with the re-born Buell brand.

Buell Motorcycles is set to make its presence felt at the Daytona Bike Week in March, where it will display current models and show off its future plans.