🏍️ Buell Motorcycles: the rise, the fall… and the strange, slightly worrying comeback
- Ben Grayson
- Jan 19
- 4 min read
Few motorcycle brands spark such strong reactions as Buell Motorcycles.
To some riders, Buell was a misunderstood genius — radical engineering, brave ideas, bikes that felt alive in a way few others ever have.To others, it was an awkward, flawed experiment — quirky to the point of frustration, rough around the edges, and forever fighting the limitations imposed on it.
What isn’t up for debate is this: Buell has one of the most fascinating stories in modern motorcycling. And against all odds, they’re now back — quietly, in tiny numbers, with some very odd bikes… and a few genuinely cool ones too 🤔
🧠 Erik Buell and the original idea
Buell was the vision of Erik Buell — a former Harley-Davidson engineer who believed motorcycles could be better if you questioned convention.
From the start, Buell did things differently:
fuel stored in the frame
oil stored in the swingarm
ultra-short wheelbases
rim-mounted front brakes
mass centralisation long before it was fashionable
These weren’t gimmicks. They were smart, rider-focused ideas. And when Buells worked, they were brilliant.
🦅 The Harley-Davidson problem
This is where it started to unravel.
Harley-Davidson bought Buell outright in 2003. On paper, it made sense. In reality, it was an awkward marriage.
Buell was forced to use Harley-based engines which:
added weight
limited outright performance
clashed badly with Buell’s cutting-edge chassis thinking
Inside Harley, Buell always felt like the odd sibling. Tolerated — not championed.
When the financial crisis hit in 2009, Harley shut Buell down overnight. No slow wind-down. No second chances. Just gone.
💥 Why Buell failed (and why it still mattered)
Buell didn’t fail because the ideas were bad.It failed because:
it never had full autonomy
it was constrained by corporate priorities
and it lived in an uncomfortable space between cruiser culture and sportbike expectations
Owners who got Buell loved them fiercely ❤️They weren’t perfect — but they were never boring.
🔄 The long silence… and a quiet rebirth
After Buell’s closure came EBR, which burned brightly and briefly. Then silence.
For years, Buell felt like a closed chapter.
Then quietly — almost awkwardly — Buell Motorcycles reappeared, not chasing volume or mainstream success, but positioning itself as a low-volume, enthusiast-led American brand.
And somehow… they’re back in the UK
Buell in the UK today: blink and you’ll miss it
This is not a big relaunch.
In the UK:
Buell is represented by Rainbow Moto
there is one dealer
numbers are extremely limited
no UK pricing is published
the website feels… unfinished
That might be “early days”.Or it might be a warning sign 🚨
Low volume is fine.One dealer is fine.But vagueness rarely inspires confidence.
🔧 The Buell range: real specs, real performance (mostly)
Using published US specifications, here’s what Buell is actually offering — and teasing.
🟢 Buell 1190SX
One of the bikes that still immediately makes sense.
Key specs (US):
1190cc V-twin
~185bhp
~138Nm torque
~175kg dry
perimeter front brake
aggressive naked ergonomics
This is classic Buell: huge power, low weight, and unapologetic attitude. Raw, mechanical, and a bit mad — in a good way 🔥
🟢 Buell Hammerhead 1190
The most “proper” sportbike in the lineup.
Key specs (US):
same 1190cc V-twin
~185bhp
~190kg wet
sharper geometry and fairing
more focused riding position
This is the Buell that still makes sportbike riders stop and look. It’s odd, but it looks purposeful. One of the strongest bikes in the current range 👌
🤨 The upcoming models: ambitious… and ugly as hell
This is where things start to wobble.
🟠 Buell Super Cruiser (coming soon)
On paper? Interesting.In photos? Jesus 😬
Published specs (US target):
1190cc V-twin
~175bhp
~225kg wet
premium brakes and suspension
It looks like it’s been thrown together from leftover parts. Where older Buells were weird-but-cohesive, this just feels confused.
🟠 Buell Super Touring (coming soon)
Possibly the strangest of the lot.
Expected specs:
same high-output V-twin
~175–185bhp
touring ergonomics
luggage capability
The idea of a lightweight, powerful American sport-tourer is interesting.The execution? Visually chaotic. Part tourer, part adventure bike, part concept sketch that should’ve stayed in the drawer 🤷♂️
⚖️ The contradiction at the heart of modern Buell
Here’s the problem.
On paper:
huge power
low weight
premium components
In reality:
messy design
unclear messaging
vague UK rollout
no pricing
The 1190SX and Hammerhead feel like real Buells.The Super Cruiser and Super Touring feel like unanswered questions.
🧠 Final thought
Buell’s comeback is fascinating because it’s half brilliant, half baffling.
The numbers stack up.The performance promise is real.But the execution — especially around design, presentation, and UK availability — feels fragile.
Weird can be wonderful 🖤But weird without clarity is a gamble.
And Buell has always been a brand that lives — or dies — by how much risk riders are willing to take.
Right now? That risk feels very… Buell. 🏍️
Comments