Buell Making Big Moves in 2021

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By Makenzie Shattler

Buell Motorcycle Company has just announced plans for revival in 2021. The American-based company has said in a press release that they will be releasing 10 different motorcycles by 2024.

The Buell brand name and trademarks were acquired by EBR (Erik Buell Racing) Motorcycles in 2010. Buell Motorcycles will be under the leadership of CEO Bill Melvin with aggressive future plans for the American motorcycle brand.

If you’re confused already, worry not, we’ll break it down for you.

Erik Buell – was a former road racer who was then hired by Harley-Davidson as an engineer. Buell decided to branch out on his own, building motorcycles that combined his engineering background with the use of Harley-Davidson engines.

Harley-Davidson started investing in Buell Motorcycle Company and subsequently ended up purchasing 100% ownership of the company. Erik Buell was appointed Chief Technical Officer and face of the company.

Fast forward to the 2009 recession, Harley-Davidson CEO Keith Wandell decided to axe the Buell division. HD contracted a liquidation firm to dissolve Buell Motorcycle Company. This liquidation firm was led by CEO Bill Melvin – sound familiar?

Buell Motorcycle’s 1190RX

Now back to Erik Buell. Erik started EBR where they began building race bikes and parts for them. After some success, EBR began producing street bikes and released the 1190 RS and the 1190 RX – a limited sport motorcycle lineup.

EBR then entered the 1190 RX into AMA Pro Superbike and FIM Superbike Championship. EBR was also contracted to do engineering work for Hero – a motorcycle company based out of India. Hero then became a sponsor for the EBR race team and later on a minority stakeholder in EBR Motorcycles.

EBR was then shut down in 2015 due to financial hardships raised by Hero Motocorp.

A call was then made to a liquidation firm …read more

Source:: Buell Making Big Moves in 2021


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