Buell Motorcycles

What Buell Motorcycles does

Buell Motorcycle Co. is a privately held American motorcycle manufacturer headquartered in Grand Rapids, Michigan, with all motorcycles hand-assembled at its 2700 Patterson Ave SE facility. The company was re-established in 2020 (predecessor brand founded by Erik Buell in 1983, split from Harley-Davidson in 2009) under owner/CEO Bill Melvin, and restarted production in November 2021. Its entire current lineup is powered by a proprietary 1190cc liquid-cooled V-Twin engine originally developed for AMA super sport road racing, now evolved for consumer use, delivering 185 horsepower and 102 ft-lbs of torque across models. The product portfolio comprises four models: the Super Cruiser (a Roland Sands Design collaboration cruiser), the SuperTouring (sport touring), the Hammerhead 1190 (sport bike), and the 1190SX (naked sport), with MSRPs ranging from approximately $23,995 to $26,775 and core technology differentiators including a Fuel-in-Frame (FiF) design, perimeter braking system, and standard carbon fiber bodywork.

Name

Buell Motorcycles

Legal name

Buell Motorcycle Co.

Website

https://buellmotorcycle.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Buell Motorcycle Co. is a privately held American manufacturer of high-performance V-Twin motorcycles (Super Cruiser, SuperTouring, Hammerhead 1190, 1190SX), hand-assembled in Grand Rapids, Michigan, serving performance riding enthusiasts via direct-to-consumer pre-orders, a growing dealer/service network, and expanding international distribution in Canada and the UK.

Ownership category

akta.pro rank

Product category

Performance Motorcycles

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Motorcycle Manufacturing (ICE) (IMACAEAA)

akta.pro secondary industries

Powersports Body, Frame & Plastics Manufacturing (Frames/Fairings/Tanks) (IMACAEAM), Powersports Chassis, Suspension, Steering & Braking Systems Manufacturing (IMACAEAK)

Keywords

• High-performance motorcycles
• V-Twin sport bikes
• American-made motorcycles
• Motorcycle parts accessories
• Hand-assembled superbikes

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Motorcycle Sales: Primary revenue stream from direct sales of motorcycles. Customers place refundable deposits ($50-$1,000) through the website to secure production slots. Final purchase completed with financing options through Synchrony Bank or Freedom Road Financial.
2. Parts & Accessories: Sales of OEM parts, accessories, and apparel through buellmotorcycle.shop including motorcycle apparel, helmets (Simpson x Buell collaboration), and custom merchandise.
3. Service & Support: Revenue from service centers and dealer network providing maintenance and support for Buell motorcycles.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Buell Motorcycles designs, manufactures, and sells high-performance motorcycles powered by a proprietary 1190cc liquid-cooled V-Twin engine. All motorcycles (Super Cruiser, SuperTouring, Hammerhead 1190, and 1190SX) are hand-assembled at the company's Grand Rapids, Michigan facility. The company also sells OEM parts, branded apparel, and accessories through an online storefront, and provides service through a growing US and international dealer network.

Product overview

Buell Motorcycle Co. is an American motorcycle manufacturer offering a portfolio of high-performance motorcycles all powered by the proprietary Buell 1190cc liquid-cooled V-Twin engine. The current lineup includes four distinct models: the Super Cruiser (a Roland Sands Design collaboration cruiser), the SuperTouring (sport touring), the Hammerhead 1190 (sport bike), and the 1190SX (naked sport). All motorcycles are hand-assembled in Grand Rapids, Michigan. The company positions itself as 'American Racing Performance' with focus on precision engineering, craftsmanship, and V-Twin heritage.

Differentiator

Problem solved

Functional benefit

Brands

• Super Cruiser (Roland Sands Design Collaboration): High-performance cruiser motorcycle designed in collaboration with Roland Sands of Roland Sands Design, featuring 175 horsepower and 485 lbs weight.

Products and services

• Buell Super Cruiser High-performance cruiser motorcycle delivering 175 horsepower and 94 ft-lbs of torque with a 485 lbs wet weight. Designed in collaboration with Roland Sands Design and powered by the proprietary Buell 1190cc V-Twin engine. MSRP $25,900.
• Buell SuperTouring High-performance sport touring motorcycle with 185 horsepower, 102 ft-lbs torque, and 440 lbs wet weight. Features carbon fiber bodywork, dual-disc Brembo brakes, Fox suspension, and Saddlemen seat. MSRP $23,995.
• Buell Hammerhead 1190 Sport bike powerhouse with 185 horsepower, 102 ft-lbs torque, and 419 lbs weight. Features carbon fiber bodywork, structural swingarm design, and perimeter braking system.
• Buell 1190SX Naked sport bike with 185 horsepower, 102 ft-lbs torque, and 414 lbs wet weight. Built for street riding with superbike power and precision handling.
• Buell Parts, Apparel, and Accessories OEM parts, branded apparel, accessories, and co-branded merchandise (including Simpson x Buell Mod Bandit helmets and NBTxBuell Armored Hoodie) sold through the buellmotorcycle.shop e-commerce storefront.

Quantifiable outcome

• Super Cruiser achieved $120 million+ in pre-orders within 6 months of concept reveal
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core, minor and supporting.

• Rainbow Moto & Re-Charge CafécoreChannel Partner/ Reseller/ Distributor · 20 May 2025Strategic partnership with Rainbow Moto and Re-Charge Café (Ashburton, Devon, UK) to handle Buell MotorBike UK division. First shipment of Hammerhead 1190 and 1190SX models arrived in UK in May 2025. Hosts launch weekend events and serves as primary UK importer/distributor.
• Roland Sands DesigncoreStrategic or Co-development PartnerDesign collaboration for Super Cruiser model with Roland Sands (Long Beach, CA). Roland Sands is champion motorcycle racer turned custom bike builder, known as 'King of Cool' in cruiser styling. Collaboration combines Buell V-twin technology with West Coast cruiser aesthetics.
• Fox (Fox Factory)coreTechnology or IntegrationSuspension partnership for Super Cruiser model. Fox developed full on-road suspension system including new fork and shock specifically for Buell Super Cruiser, featuring inverted fork with cartridge setup.
• Simpson Motorcycle HelmetsminorGTM or Marketing PartnerCo-branded Simpson x Buell Mod Bandit helmet collaboration sold through both brands' channels.
• Disrupt Race TeamminorStrategic or Co-development PartnerRacing partnership with Disrupt Race Team and rider Hayden Gillim (2024 Moto America Stock 1000 Champion) for HH-MR Hammerhead 1190 Race Edition development and Pro Cup at Barber Vintage Fest.
• J. RuitersupportingStrategic or Co-development PartnerAward-winning designer collaborated on SuperTouring motorcycle design.
• Balanced Spec 2Wheel Chassis DevelopmentsupportingTechnology or IntegrationPartnership with Aaron Birch (15 years suspension/racing experience) for Super Cruiser suspension development and ride evaluation.
• Dean Adams DesignsupportingTechnology or IntegrationExhaust system partner for HH-MR race edition and custom builds.

Scale indicators9 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Harley-Davidson: Iconic American motorcycle manufacturer headquartered in Milwaukee. Both Harley-Davidson and Buell share an American V-twin heritage and target performance cruiser/enthusiast segments, though Harley's portfolio is much broader and scale is vastly larger.
• Indian Motorcycle (Polaris): American V-twin motorcycle brand owned by Polaris Inc. Competes directly with Buell's heritage narrative of American-made performance and targets the same premium cruiser/sport touring buyer with bikes like the Challenger and Pursuit.

Direct peers

• Ducati: Italian premium sport bike manufacturer owned by Volkswagen Group. Directly comparable to Buell on premium performance positioning, $20K+ price points, V-twin engine heritage (L-Twin), and pursuit of the same enthusiast rider seeking track-capable street bikes.
• Triumph Motorcycles: British premium motorcycle manufacturer with a strong sport and sport-touring portfolio (Speed Triple, Tiger, Daytona). Comparable to Buell on premium positioning, multi-model strategy, and heritage-driven brand identity targeting the same affluent enthusiast buyer.
• MV Agusta: Italian boutique superbike manufacturer with a small premium portfolio and limited production volumes. Highly comparable to Buell's boutique positioning, analog handling ethos, and aspirational pricing on three-cylinder sport bikes.
• Aprilia: Italian premium sport bike manufacturer (part of Piaggio Group) producing RSV4 and Tuono superbikes. Comparable to Buell on performance motorcycle positioning, premium price points, and pursuit of the track-day/sport-riding enthusiast segment.
• KTM: Austrian premium motorcycle manufacturer with a strong sport and adventure portfolio (1290 Super Duke, RC8C). Comparable to Buell on performance-first branding, premium pricing, and shared dealer/distribution overlap in the US premium sport bike segment.

Emerging players

• Norton Motorcycles: Recently revived British premium motorcycle brand under TVS ownership. Highly comparable to Buell's revival narrative, boutique scale, premium pricing, and enthusiast-focused V-twin/sport positioning for buyers seeking heritage-rich alternatives to mainstream Japanese brands.

Others

• Erik Buell Racing (EBR): The successor entity to the original Buell Motorcycle Company after the 2009 Harley-Davidson split. Not a direct competitor but a thematic peer sharing engine lineage, founder connection, and the same performance street/racing niche Buell now occupies.
• Zero Motorcycles: American premium electric motorcycle manufacturer based in Scotts Valley, CA. Thematically adjacent to Buell as a boutique American motorcycle brand targeting enthusiast buyers, but operating in the electric powertrain segment rather than ICE V-twin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/buell.motorcycles
• Xx.com/buellmotorcycle

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Buell Motorcycles