After intense performance-breed marketing, Buell ceases production, parent-company Harley-Davidson pulling out of the sportbike world 

Ron Lieback
AllAboutBikes.com Content Editor

Two months ago, a video surfaced with Buell Chairman and Chief Technical Officer Erik Buell discussing the end of the company’s famed Blast model; he described it as “not innovative, not breakthrough, not a sportbike…”

In attempt to brand Buell as a manufacturer of no-nonsense sportbikes, the company discontinued the Blast, releasing a bold advertising campaign across the industry that points towards one thing and one thing only: pure sportbike ingenuity.

And after Danny Eslick took the AMA Pro Daytona SportBike championship this year on a Buell 1125R, although a very controversial machine for the Daytona SportBike class, it seemed that all was going well for their marketing built upon pure performance.

But all came to a major halt on Thursday, Oct. 15, when parent-company Harley-Davidson announced that Buell motorcycles will be terminated as part of The Motor Company’s “go-forward business strategy”.

Harley’s strategy now will be to drive company growth by focusing solely on the Harley-Davidson brand, with additional plans to sell the pricey Italian MV Augusta brand that was bought for $109 Million just 16 months ago.

"Moving forward, our strategy is designed to strengthen Harley-Davidson for long-term growth and deliver results through increased focus," says Keith Wandell, Chief Executive Officer of Harley-Davidson, Inc. "The fact is we must focus both our effort and our investment on the Harley-Davidson brand, as we believe this provides an optimal path to sustained, meaningful, long-term growth."

Jon Flickinger, president of the 26-year-old Buell Motorcycle Company, said production will wind down by October 30, and replacement parts and service through dealerships, along with warranty coverage, will continue for Buell motorcycles.

“I want to personally thank all our past and present Buell employees, dealers and suppliers for their efforts,” Flickinger said. “I also want to thank Buell motorcycle owners for their support and passion for the brand.” 

Harley-Davidson Spokesman Paul James told the Los Angeles Times, “The fact is, a dollar invested into Harley-Davidson, there's more impact than the same dollar invested elsewhere when it comes to reaching new riders and enriching the experience of our core customers.”

This news not only came as a shock to the whole industry, but also the 180 employees who work at the East Troy, Wisconsin, plant. Erik Buell personally broke the news to workers at 2799 Buell Drive Thursday, telling them to take the rest of the day off. Employees are expected to work up until the week before Christmas.

Erik Buell said “I will always be proud of what we have accomplished. It is a testimony to what a small group of passionate and inspired people can do, and with brilliant innovations, we’ve produced some of the best-handling bikes of all time. I personally look forward to exploring how I can continue to work with Harley-Davidson to bring advanced product technology to riders.”

A wholly owned subsidiary of Harley-Davidson, Inc. since 1998, Buell Motorcycle Company was founded in 1983 by Erik Buell and produced more than 135,000 motorcycles. Over the past 26 years, Buell motorcycles won numerous design accolades and awards, and countless races and championships around the world, including the 2009 AMA Pro Daytona SportBike championship.

Harley has reduced production by 30 percent due to the economy, cutting more than 1,000 jobs at both Wisconsin plants. Another facility that is facing shut down is the York plant in Pennsylvania. H-D is looking to modernize the York factory, or move it to another state where it can operate more efficiently. An announcement on York’s fate is expected by the end of the year.

All these changes come after H-D reported sales being down more than 30 percent, and second-quarter profits plunging 91 percent.