The latest incarnation ofBuellis set to reveal new models at the upcoming Daytona Bike Week event in Florida, and one new bike, the Super Touring 1190, is being billed by Buell as the “world’s fastest production touring bike.”
Bill Melvin, CEO of Buell Motorcycle Company, as it’s now known, says the new machine will be a “topline touring bike that will lead the American market in speed, handling and performance.” Additionally, the $21,995 Super Touring 1190 is said to be on schedule for production this fall.
So far, there are no images of the Super Touring 1190, and Buell’scurrent website placeholder render graphicseems to indicate it will have an ADV type of profile, with box-style panniers, aggressive tires and dual headlights. But that’s pretty much all that can be discerned from website image. However, Buell says it has tapped designer Joey Ruiter, also known just as J. Ruiter, to help shape the bike, which will “retain Buell’s famous Fuel in Frame handling, but will exhibit a more upright riding position, variable mounting points for hard or soft bags, and room for rider customization with aftermarket touring accessories,” according to Buell.
Power for the bike will come from Buell’s “1190” liquid-cooled, 4-valve 72-degree V-Twin, which makes a claimed 185 horsepower and 101 pound-feet of torque. The engine is also at the heart of theHammerhead 1190sportbike offerings, which is now in production and being delivered to customers, according apress releaseposted February 22nd. The Hammerhead also features Buell’s signature “perimeter” braking system on the front wheel, which consists of a single large disc rotor affixed to the rim of the wheel rather that at the hub.
The choice to involve Ruiter in the bike’s design could result in something completely different, asRuiter’s past design exercisesaround mobility have resulted in some unusual vehicles, including a Cybertruck-like supercar, and a motorcycle that looks like a large metal bicycle box with wheels. A car he designed was equally blocky. How this will translate to the SuperTouring should be interesting. Perspective owners can claim their spot in line beginning March 5th with a $25 deposit.
ADV-style bikes are not exactly new to the Buell brand, whichproduced the Ulysses modelbeginning in 2006. While not a sales success, the Ulysses foreshadowed the new Harley-Davidson Pan America in some ways. In an interview with Harley’s Paul James last April duringthe Pan America’s debut, he said the company learned a lot from the Ulysses as it built the Pan America. The Ulyssesstill has its fans.
Buell will also preview another new model, the Buell Baja Dune Racer (or “DR”), described as a 175-horsepower dirt bike with an adjustable-length swingarm and partially based on the company’s long-armed hill-climbing race bike, the1190HCR. The HCR is currently being ridden by world champion Logan Cipala, seen cresting a steep course in convincing fashionin this Instagram videoposted by Buell. Reservations for the $19,995 Dune Racer will also go live March 5th for $25, with Buell saying production is expected in 2023. Both prototypes will be on display at the Buell booth in Daytona.
Buell is currently headed byCEO Bill Melvin, who has a long history with the company and is an experienced rider himself. He also runsLiquid Asset Partners, which has been involved in the motorcycle industry going back years, including selling the remnants of then North Carolina-based Indian before it was taken up by Polaris. However, rather than hollowing out Buell after acquiring the assets and IP in 2015, it appears the brand is moving forward with making actual motorcycles under Melvin’s watch. The company’sFacebook pageshows photos of engines on stands and workers making bikes in a modest factory space.
It’s been a long and winding road for the Buell brand, which does not appear to include much input from namesake Erik Buell, who is currently working to producean electric motorcycleafter introducingan electric bicycleunder theFuell brand. When I talked with Erik last year about Fuell and the current Buell motorcycle production company for another publication, he made it clear he is not involved personally with the current Buell enterprise. Following the closure of Buell by Harley-Davidson in 2009 and the subsequent but ultimately unsuccessful restart attempt by Erik and others (including Melvin) asErik Buell Racing(EBR), the brand had been lying low with the 1125/1190-based bikes being made only in very limited numbers. Clearly, the strategy has changed, especially recently.
Current Buells are being built in East Lansing, Michigan, by a small but growing team. Buell also just announced a management shuffle, which includes bringing on Dean Guard, a long-time GM engineer, as Chief Product Engineer, and Tim Holland, formerly of Lotus, as CTO. Steve Laham, a powersports industry veteran with past experience at Sea-Doo, has come aboard as Chief of Products, Development and Strategy. Laham brought the popularCan-Am Spyder series of three-wheelersto fruition while atBombardier Recreational Products Inc., also known as BRP. Last November, Buell announced an online ordering tool calledBuellvana.
The current Buell websiteshows four models in the lineup, including the upcoming TBA Super Touring 1190, 1190 Hammerhead sportbikes, and 1190 Dune Racer HCR. Past press releases indicated the company plans to have ten models available by 2024.
What’s your take on Buell’s latest incarnation? Are you interested in the Super Tourer? What “Buell-like” features would you like to see—or not see? Thanks for your comments.
