Buell’s Ride Ends: Harley-Davidson Retires Buell Production
15. Oct, 2009 
20 Comments
Harley-Davidson has announced that it is ending production of the Buell Motorcycles. The end of production is slated for October 30th. In 1998 Harley-Davidson purchased a majority share of this American sport motorcycle company which was started in 1983 by Erik Buell. Parts and service for Buells will continue to be available through Harley dealerships.
Besides the demise of this American motorcycle company, Harley is now attempting to resell the recently acquired MV Agusta. The company plans on focusing on its iconic heavyweight motorcycles, which took an 84% hit on 3rd quarter profits.
You can view Erik Buells emotional announcement below or at www.buell.com.
This is a sad sad day indeed. I don’t ride a Buell, but Buell did challenge H-D to consider options outside its comfortable but quaint little box it’s been stuck in.
I hate to see this happen. But, I don’t think Buell has ever really been competitive in the market. At least not enough to scare the other manufacturers into feeling like they have to come up with new offerings just to win back and Buell purchasers.
“Dislike” very much!
Good for Harley! This is exactly the kind of thing that needs to happen to get their business back on track. The hardest decisions to make are the ones we know we need to make. I think the new CEO is taking H-D in the right direction and bringing them back to their roots. As far as MV Agusta, sell, sell, sell! Improve the traditional lines, make them more affordable and concentrate on what the consumers want from a Harley. Speed guys weren’t interested in Buell, they all rode rice burners! Two thumbs up H-D!!
Fingers are crossed, saying a prayer and sending well-wishes your way!!
Buell doesn’t care obviously…did you see his latest ad? He crushed a new Buell motorcycle into a cube and laughed about it!
They even kept all of the bikes hidden in the back of the dealership away from all of the cruisers.
Hate to see it.
I’ve had the pleasure of spending time with Erik Buell over the years. He’s truely an innovative pioneer that we’ve not seen the last of yet. My guess is that the remaing Buell’s on the market will become collectors items – and for good reson.
Ride on Erik!
Checkout Erik’s video on the Buell website.
This is not good news to say the least. Buell makes great bikes and have loyal followers. We can only hope they can go on without Harley behind them. Doubtful though.
NO, steve your correct. But the reason for that is simple. HD did nothing to help the buyers form a relationship to the Buell. I mean NOTHING. Did you ever see any advertising on the Buell on your TV ? Was there ever any major advertising campaign to help cement Buell as a viable bike for dual purpose riding? NEVER. It was the red headed step child who cleaned the furnace of ash, beaten and forgotten.
I’m with you all on this, It’s a sad day for H-D, but H-D took little effort to promote Buell competitively. The Japanese brands had the upper-hand and H-D didn’t take the necessary steps to identify their brand with the speedbike community. I hate to say this, but everyone knows about Yamaha, Honda or Kawasaki crotch-rockets… but Buell—not so much.
I’d love to have seen H-D make this work. I think the industry needs a strong American brand in the speed-bike realm, but it looks like it will have to come from someone else. It appears as though H-D is doing away with MV Agusta as well…
Yeah, I read that about Agusta…it’s the way it is…they were only flirting…if the excitement of the sport bike took off without any special or extra thought or work from them, all was fine and dandy. As soon as things got hard, as soon as it became apparent they should have invested thought, time, and advertising money on the acquisitions, well they dump it. They’ve gotten lazy with HD’s ability to sell it’s self.
I shudder to think what will happen when the time comes that HD can’t sell it’s self…what will the share holders force HD to do in that case? Just close the doors cuz of an inability to catch a dream and make it real?
You can blame H-D all you want or even Buell but the fact of the matter is all those so called red blooded proud Americans have to run out and buy the latest rice products so they can support some other country.Just like the fools who ran out and bought Toyotas when our government put out cash for clunkers. Hello!! Maybe we dont make the best of … Read More everything but if you are proud like you think you are you should support American products. Never owned or rode a Buell but am proud it was made in the USA. Try getting me off my H-D. LOUD and PROUD
When the news first hit, I thought they were doing away with Buell because of MV Agusta until I read the whole news release. Soon they will have no bikes in this niche which is where the newest generation of riders are.
Buell was always under promoted. I can remember being in a shop and customers coming in wanting to see the new Harley Bulls.
Erik, I wish you the best..loved your innovations and yes they will be used in future bikes so they will live on, and buell will be a legend talked about ..you and yours did good ..be proud.
It is truly sad. My family works for Buell and has not ever had one bad thing to say about the company. They were proud to work there. Today they ride OCT 26 to Buell and the near by companies in East Troy will donate food to the workers of Buell. Harely had made a bad decision to dump Buell. Buell was the ALL AMERICAN DREAM. A Man with a passion for racing created that bike in a tiny little garage and Never Once Gave Up. Harley Gave Up. Now this little town will see less in sales in nerby food places. Less jobs for this little town to survive on. More unemployement.
May the Dream live on in those that Believe.
Well there is one other “American Motorcycle Company”, maybe they should pick up the mantle.
HD has officially decided to cater to the 50 year olds who like to strap on the BS “leathers” and pretend to be real “bikers” for the weekend. Innovation is NOT what HD is all about. HD is simply about following the masses and making big money on their overpriced pieces of crap. Sorry Eric.