Buell Motorcycles is Back From the Dead

Jason R. Sakurai
by Jason R. Sakurai
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

Starting over man

Something to believe in

Something to live for – “Back From The Dead” – Blessid Union of Souls

[Images: EBR Motorcycles, Liquid Asset Partners]

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3 of 18 comments
  • Lightspeed Lightspeed on Feb 25, 2021

    I hope they thrive, but I always thought the Harley engine was a disadvantage, despite its impressive torque. There's more sources for power now and I hope they exploit them to the fullest.

  • Markf Markf on Feb 27, 2021

    Yawn, another "American" brand building underpowered, overpriced V-Twins.

    • Turbo Is Black Magic Turbo Is Black Magic on Feb 28, 2021

      Underpowered? The 1190 RX is 419lbs and makes 185HP! It’s as close as you can get to a WSBK bike without stepping up the BMW HP4 or Panigale R money....

  • Tassos If you only changed your series to the CORRECT "Possibly Collectible, NOT Daily Driver, NOT Used car of the day", it would sound much more accurate AND TRUTHFUL.Now who would collect THIS heap of trash for whatever misguided reason, nostalgia for a much worse automotive era or whatever, is another question.
  • ToolGuy Price dropped $500 overnight. (Wait 10 more days and you might get it for free?)
  • Slavuta Must be all planned. Increase price of cars, urbanize, 15 minutes cities. Be poor, eat bugs
  • Sid SB Not seen a Core without the performance pack yet. Prefer the more understated look of the Core vs the Circuit, but both are great fun to drive.
  • El scotto Tesla has one team making EV's because that is all Tesla does. Farley -rolls eyes- decided to split Ford into two huge warring factions: ICE vs EV. Hey Jimbo, it says "FORD" on the buildings.Lord only knows what GM did internally because it's GM. I'm betting it's like Ford pitting ICE vs EVs. With GM being GM every existing division will be divided.Stellantis will keep building Challengers and Rams. Someday they may figure out that Jeep is the fugu fish of the automotive sushi world and unload to some Chinese. EV's? no, not really.If this site was The Truth About HVAC (TTAH) some on here would tell us that central heating and air causes unknown illnesses, will be bad, and cause a degradation of our nation's moral fiber. By golly they shoveled coal and carry ash buckets and that shouldn't change.