The Buell Motorcycles brand is making a comeback in 2021 with plans to introduce 10 different motorcycle models by 2024. The new models will include variants in different categories, including dirt, dual-sport, touring and cruisers, a statement from the new management reveals, adding that the line-up will be expanded to also include small and medium displacement motors. Currently, the models in production are based on the 1190 platform. Buell is also looking to explore a high-performance electric model, and is open to collaboration ideas with other companies, the company said in the statement.
"Buell is back!" said Bill Melvin, CEO. "We are excited to bring Buell back with this awesome assortment of superbikes and performance motorcycles. 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."
Also Read: Erik Buell Racing Factory To Be Liquidated
Erik Buell originally started Erik Buell Motorcycles in 2009, following the closure of his previous company, Buell Motorcycle Company, which was, at one time, owned by Harley-Davidson. EBR started making race-only motorcycles initially, based on the Buell 1125R production model. EBR also has an India connection with Hero MotoCorp acquiring 49.2 per cent stake in 2013. However, EBR reported huge losses by 2015, and ceased all operations.
While Hero acquired Buell's consulting business, the remnants of EBR were sold to Liquid Asset Partners in 2016, and motorcycle prodiction resumed in March 2016, with the EBR 1190RX. Although EBR still exists, Erik Buell is no longer part of the company. EBR has now acquired the Buell brand name and trademarks, and is moving forward with aggressive plans under the leadership of CEO Bill Melvin.