Buell announce planned European expansion backed by US small business grant

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Buell Motorcycles, famed for their heritage of rumbling V-twin muscle bikes, have announced they are planning to come back to Europe in the near future.

The Michigan firm’s current range includes the Hammerhead 1190, and 1190 SX, with all models powered by the same 1190cc V-twin engine, producing up to a claimed 182.5bhp at 10,600rpm.  

Their latest new model announcement came at Daytona Bike Week 2023, when the firm launched a prototype Super Cruiser in partnership with American bike builder Roland Sands, boasting more claimed power than a Ducati Diavel V4.

Buell Super Touring prototype with luggage

“We’ve seen a strong demand for Buell’s high-performance motorcycles across the globe,” Buell CEO, Bill Melvin said. “We’re listening, and we’re ready to expand with global distribution.

“Our energetic and growing team is ready to deliver the rumble of our high-performance V-Twin American motorcycles.”

This latest announcement of expansion comes following support from the United States Small Business Administration, and the Michigan Economic Development Corporation.

Side view of Buell Super Cruiser

According to a statement, the company will move into Canada first in summer 2024, before looking to other markets in Europe, including the UK. They are also actively encouraging interested distribution partners to get in touch for the future.

“Riders keep asking, ‘when?’ We want to give them what they want – an iconic American motorcycle with rich history, horsepower, and lots of adventure,” The CEO continued.

If you’re unfamiliar with the Buell name, the brand was founded back in 1983 by former Harley-Davidson engineer Erik Buell. Fast forward to 2009, and the company was closed by then owners H-D in a cost saving exercise.

Buell Super Touring prototype

Erik Buell then set up Erik Buell Racing (EBR), which was later bought by Liquid Asset Partners (LAP). LAP then bought the Buell name from H-D, renaming EBR ahead of the relaunch.

“We are looking forward to delivering high performance, V-Twin motorcycles into the Canadian marketplace. The importation of Buell motorcycles into Canada will genuinely increase the recognition that Buell is back,” Troy Devlin, Director of Business Development at Buell added.