Buell Motorcycles is Back From the Dead

EBR Motorcycles of Grand Rapids, Michigan, in 2020 acquired Buell and is bringing the storied brand back to life. Models are currently in production, based on the 1190 platform renown for its horsepower and handling.

Bill Melvin, EBR Motorcycles CEO said, “Buell is back! We are excited to bring Buell back with this assortment of superbikes and performance motorcycles. We start with the fastest American production motorcycles, hand built in the USA. 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 Buell Nation can grow and thrive again.”

You may recall the part where Erik Buell joined Harley-Davidson, and the two brands co-existed for awhile despite creative and philosophical differences. The union didn’t last, and its dissolution was ugly. Buell was back on its own without visible means of support, and it floundered. At that point, it appeared Buell would become one of the motorcycle industry’s casualties, another brand that had seen better days.

Melvin, a liquidation and turnaround specialist, maximizes acquisitions through his firm, Liquid Asset Partners, making cash purchases or running disposition sales. Working with banks, retailers, bankruptcy courts, trustees, manufacturers, and lenders, he and his company have been in business since 1974. How they bought the remaining assets of Buell is unknown, but suffice to say it was enough to kickstart the company once again.

New dirt, dual-sport, touring, and cruiser motorcycles will be forthcoming from EBR Motorcycles, with as many as 10 new models by the 2024 model year.

“Buell is known as the American brand for high performance, innovation, & adventure. Fast is fun again on a Buell. We will continue and expand on that,” said Melvin. “The future will be fast and fun on a Buell.”

But I’m back from the dead

[Images: EBR Motorcycles, Liquid Asset Partners]