Buell Motorcycle Company
Buell Motorcycles is an American motorcycle manufacturer based in Grand Rapids, Michigan. It was founded in 1983 by ex-Harley-Davidson engineer Erik Buell.
Harley-Davidson acquired 49 percent of Buell in 1993, and Buell became a wholly owned subsidiary of Harley-Davidson by 2003.
On November 17, 2006, Buell announced that it had produced and shipped its 100,000th motorcycle.
On October 15, 2009, Harley-Davidson announced the discontinuation of the Buell product line as part of its strategy to focus on the Harley-Davidson brand. The last Buell motorcycle produced through Harley-Davidson was on October 30, 2009, bringing the number manufactured to 136,923. In November 2009, Erik Buell announced the launch of Erik Buell Racing, an independent company run by Erik Buell which initially produced race-only versions of the 1125R model, then subsequently offered an updated 1190RS model for the street or the track, and produced further improved 1190RX and 1190SX models which are intended for street or track use.
In February 2021, Buell Motorcycles announced that motorcycle production had returned, under the ownership of Erik Buell Racing. Buell announced they will use the superbike platforms developed from 2011 to 2020 to build out their model line up to approximately ten models in 2024. The models will include variations for touring, dirt, adventure, and cruisers.
History
The first Buell motorcycle, the RW750, was built in 1983 purely for competition in the AMA Formula 1 motorcycle road racing championship. At the time, Erik Buell was a top contending privateer motorcycle racer. After completion of the first two RW750 racing machines, one of which was sold to another racing team, the Formula 1 series was canceled. Erik Buell turned his focus towards racing-inspired, street-going machines using engines manufactured by Harley. In 1987 Rockville Harley-Davidson in Rockville, Maryland became the world's first Buell dealership and the owner, Devin Battley has Buell #1, an RR1000 in his personal collection.In 1993, Harley-Davidson purchased 49% of Buell, investing $500,000 and taking Erik Buell's house as security. Erik Buell took the deal, against strong advice from his attorney. Harley-Davidson CEO Jeffrey Bleustein had bought it as a skunkworks development. In 1994, Buell created the Buell Riders Adventure Group which hosted events around the country. Buell discontinued BRAG in 2006, stating the changes would improve "the privileges and ownership experience for all Buell owners more than ever before." In 1998, Harley-Davidson bought a majority stake and took control of Buell Motorcycle Company, and the company became a subsidiary. Since then, Buell has used modified Harley-Davidson engines, primarily from the Sportster, to power its motorcycles.
Most Buell motorcycles use four-stroke air-cooled V-twin engines, originally built for XR1000 Sportster. After these were depleted, a basic 1200 Sportster engine was used. In 1995, the engines were upgraded with Buell engineered high-performance parts and further upgraded in 1998.
The liquid-cooled Harley V-Rod motor, developed by Harley-Davidson then made street legal according to the EPA by Porsche, was originally an Erik Buell project, designed for a fully faired AMA Superbike Buell by 1998. Harley decided the engine should also be used in a sport-cruiser, then took over development, making it "too big, too heavy, too expensive and too late" for Buell. Harley-Davidson forced Buell to follow the rigid product planning and distribution process beginning in the 1990s, with the philosophy that Buell was the starter brand, and customers would eventually trade up to a Harley. By 2008, Harley's credit arm, Harley-Davidson Financial Services, was struggling, and the lower resale value of Buell motorcycles meant that new bike sales were significantly affected. When Harley CEO Keith Wandell was hired, he immediately questioned why Harley even owned Buell. Wandell, who had never been on a Harley before being hired, was heard talking about "Erik's racing hobby", and questioned "why anyone would even want to ride a sportbike". He organized a team to analyze "the adrenaline market", and concluded that sportbikes would encounter high competition and low profits, while cruisers had high returns.
On Thursday, October 15, 2009, Harley-Davidson Inc. announced the end of production of Buell Motorcycles in order to focus more on the Harley-Davidson brand. Selling Buell was not legitimately considered, as Harley didn't want their Harley dealerships to sell an outside brand, and Harley didn't feel Buell had much value without the dealer network. In a news release on the Buell website the same day, company officials thanked customers, employees, and dealers for "an unforgettable ride". Closing the Buell brand was estimated to cost Harley approximately the same as their total investment in Buell over the past 25 years. Erik Buell immediately began looking for outside buyers, finding BRP a good choice, especially since Harley would have to pay Rotax "an eight-figure sum" for the 1,125 cc engine contract. Erik Buell later started Erik Buell Racing to provide support for 1125 and XB privateer race efforts.
In April 2015, EBR filed for receivership, despite a deal in 2013 where Indian firm Hero MotoCorp acquired 49 percent of the company, and in January 2016, the remaining assets of Erik Buell Racing were sold to the firm Liquid Asset Partners. Under Liquid Asset Partners's ownership, the company took the name "EBR Motorcycles" in 2019, and subsequently acquired the rights in the United States to the Buell nameplate. In February 2021, newly renamed Buell Motorcycles announced its return to the motorcycle market, with the intention to release ten new models between then and 2024.
Technology
Buell XB models also incorporated the industry's first Zero Torsional Load perimeter floating front disc brake system, a patented "inside-out" wheel/brake design that puts the brake disc on the outer edge of the wheel,rather than at the hub. This lets the suspension function better, improving control and traction, through reducing unsprung weight on the front wheel, because only a single disc and caliper—with a corresponding reduction in bolts and brake fluid—is needed compared with the conventional dual-disc brake setup on most modern sport bikes. In an exchange in the pages of Motorcyclist magazine between Suzuki engineer James Parker, creator of the GSX-RADD hub-center steering system,
and Buell's Director of Analysis, Test & Engineering Process, Abraham Askenazi, Parker conceded the ZTL system's advantage in unsprung weight. But he pointed out the remaining weight is located further out on the rim where it is most detrimental to acceleration and braking, and that there were potential heat transfer issues, and the need for one fork leg to be stronger than the other. Responding, Askenazi disputed all of Parker's criticisms, saying the ZTL system was 30% lighter than the brakes on the Suzuki GSX-R1000, and that the inertia of having the weight further out on the rim, and the heat generation near the tire, were not negative factors, based on testing. Askenazi concluded that testing and race track experience had proven the ZTL to be "state of the art."
Other industry innovations introduced by Buell in the XB lineup were the "fuel in frame" technology, and the dual use of the swingarm as an oil tank.
Also, all Buell models have a muffler mounted below the engine which helps keep mass centralized with some models featuring a computer-controlled valve to switch between two exhaust paths as necessary to maximize torque. Buell designs focus on providing good handling, comfortable riding, easy maintenance, and street-friendly real-world performance. Buell motorcycles were engineered with an emphasis on what they called the "Trilogy of Tech": mass centralization, low unsprung weight, and frame rigidity.
Buell engines were designed to be street-friendly both in fuel efficiency, and in torque. They are also simple and easy to maintain. Most Buell two-cylinder engines utilize computer controlled ducted forced air cooling, two valves per cylinder, a single throttle body, zero maintenance hydraulic valve actuation, and zero maintenance gear-driven cams. Buell advanced its 1190 platform significantly under the Erik Buell Racing tenure. Engine technology improved to the EV-V2 1190cc 72 degree V-Twin that produces 185 horsepower at 10,600 rpm and 102 ft. lbs. of torque at 8200 rpm.
Buell models
Tube-frame bikes (1984–2002)
RW 750 Road Warrior (1984)
The RW 750 was a development of the Barton Formula One racing motorcycle. Buell bought the parts and tooling from the failed Barton concern and developed the RW 750 for his own use and for sale to private entrants. The engine was a liquid-cooled two-stroke square four. Buell's development resulted in a more competitive racer, but production ceased when the AMA discontinued the Formula One class.RR 1000 Battletwin (1987–1988)
The RR 1000 Battletwin was a street sportbike using a modified Road Warrior chassis and a Harley-Davidson XR1000 engine. Buell invented the Isoplanar engine mounting system to allow the heavy, vibration-prone engine to be used as a structural member of the frame without transmitting the engine vibrations to the frame. Lack of space caused Buell to put the suspension components under the engine. The linkage caused the spring and the shock absorber to extend when the wheel went up.Variations on the RR 1000 Battletwin include the RR 1200 Battletwin, the RS 1200 Westwind, the RS 1200/5 Westwind and the RSS 1200 Westwind.