Buell Motorcycles is Back From the Dead

Jason R. Sakurai
by Jason R. Sakurai

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]

Jason R. Sakurai
Jason R. Sakurai

With a father who owned a dealership, I literally grew up in the business. After college, I worked for GM, Nissan and Mazda, writing articles for automotive enthusiast magazines as a side gig. I discovered you could make a living selling ad space at Four Wheeler magazine, before I moved on to selling TV for the National Hot Rod Association. After that, I started Roadhouse, a marketing, advertising and PR firm dedicated to the automotive, outdoor/apparel, and entertainment industries. Through the years, I continued writing, shooting, and editing. It keep things interesting.

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  • 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....

  • Ajla If I was Ford I would just troll Stellantis at all times.
  • Ronin It's one thing to stay tried and true to loyal past customers; you'll ensure a stream of revenue from your installed base- maybe every several years or so.It's another to attract net-new customers, who are dazzled by so many other attractive offerings that have more cargo capacity than that high-floored 4-Runner bed, and are not so scrunched in scrunchy front seats.Like with the FJ Cruiser: don't bother to update it, thereby saving money while explaining customers like it that way, all the way into oblivion. Not recognizing some customers like to actually have right rear visibility in their SUVs.
  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
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