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Buell derides and crushes 'regrettable' Blast

By Guy Procter -

General news

 31 July 2009 15:00

Buell derides and crushes 'regrettable' Blast

In a move unprecedented by any other bike firm, Buell has launched a piss-taking section on its website where it gloats over the crushing of one of its own bikes. The firm says:

“The Buell Blast was a cute little motorcycle. It just never made much of a sportbike. But, as luck would have it, it makes a killer ottoman. Or end table. Or art piece.”

Billed as the launch of the 2010 Buell Blast, you’re invited to watch a video showing the crushing of the bike, presided over by a gleeful Erik Buell, or download wallpapers of the destroyed bike.

The firm has previously marketed the low-seat, 492cc, single-cylinder Blast, which came with drop-proof plastics, as the ideal beginner’s bike, a market Buell is clearly keen to disassociate itself from.

The firm is continuing to provide bikes for the Harley-Davidson Rider’s Edge beginners’ program, albeit with some reluctance – the bikes are having their Buell badges removed.

We'd forgive Blast owners and the guys behind Mac Motorcycles – the new British firm is set to use Blast engines – for being a little nonplussed.

See the whole sorry show: http://www.buell.com/en_us/bikes/blast/