The Kneeslider

Doers Builders and Positive People

The Demise of the Buell Motorcycle Company

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Cycle WorldThe May 2010 issue of Cycle World magazine has a story of the Demise of the Buell Motorcycle Company written by Steve Anderson. Many have speculated about the role Harley Davidson played in the difficulties encountered by Buell over the years and this article seems to underscore many of those suspicions with details on the sequence of events, written by someone who knew Erik Buell very well from the 1980s and as an employee of Buell for the last 5 years.

The fact that Buell did as well as they did over the years is amazing given the motivations and decisions inside the Motor Company, as detailed in this article. It does not portray Harley Davidson in a positive light. Anderson makes clear, many of the questions of why Buell did many of the things they did can be answered with one word, Harley.

There is also a short test ride by Don Canet of the prototype Barracuda 2, the bike that would have become the next Buell.

I very strongly urge you to read this in depth article and form your own conclusions.
UPDATE: Just a few additional facts some of you may be interested in. Not all of the talent at Buell was lost to the Buell effort, Matt Sheahan, who designed the 1125R frame and led the Barracuda II design team, now works with Erik Buell Racing, as does Analytical Engineer John Fox, who performed all the CFD analysis on the 1190RR fairing and the radiators. That’s good to know.

Comments

  1. The thing that still freaks me out about Harley pulling the plug on Buell, is the CEO’s answer to the question “What will Buell riders do now?” Apparently he answered something along the lines of “They will buy Harleys of course”.

    Well Mr CEO, I have news for you. I know a lot of your Buell customers and it seems you don’t. They by and large will not be buying Harleys. They will be buying KTMs, Triumphs, perhaps even one of those smashing new BMWs. But they are highly unlikely to buy Harleys.

    If you had talked to your customers, you would know this.

  2. I’m growing somewhat tired of the sanctification the Buell corp. I owned two Buells, and can attest to their short comings. Exciting ideas, but not always practical in execution, and the day to day. The build quality of the details was a disappointment, not to mention the regular recalls. Other manufacturers kill off models regularly too. Still I put my hard earned cash down to buy two of Eric Buell’s creations. Yet the whining from those who would not, and they offer all the excuses under the sun, now that Buell is gone, they seem to have found their voice. The evil Motor corp! Well I do look forward to reading Mr. Anderson’s, but I do not wish Harley ill. It’s a hell of a time, and there’s a lot of armchair critics.

  3. I’m just disappointed that I need to wait another 2 or 3 weeks before I get my subscription copy in the mail. I often see them on the news stand well before I get mine at home. I mean, do they pull the unsold ones off the shelf and send them to subscription customers?

    -todd

  4. Doug – it is a shame for HDs working-class, but their management and stagnant arrogance has been bad for awhile. Armchair critics or not, the management & drive of the company needs to improve.

  5. Well, everyone has an opinion. I have always liked the radical ideas that Buell had, and the way he made that Sportster lump perform, but the execution was obviously bean counter driven. Would I own one? Ummm, maybe. One day. But only the later aluminum beam frame units.

    If the moron in charge of HD had sold the company to BRP, they could have developed the 1125 motor into a real solid unit and refined the chassis without some of the quirks, like the ZTL brake. I have also read that the biggest problem with Buell is Erik himself. So, who knows?

    It just shows how arrogant the HD “leadership” is. Their demographic is going away and the V Rod is a bust. They should have ash canned that ugly duck after the first run-nobody wants them.

    Buell’s needed to have better quality control and detail work (like switch gear-looked like Chinese scooter stuff, I don’t care how light weight it was) among other nits to have been really a player. I mean, they FINALLY got a motor, won a championship (in a weird way), and the boss pulls the plug? WTF? I am looking forward to the CW article. I guess there was just to much head butting going on with rarified egos running amok to make a solid plan under the HD roof.

    Why didn’t they sell to BRP? They could have made a friggin’ profit. But no-corporate “pride” got in the way. Do I want an over priced, under powered, over weight dump truck that shakes like a paint mixer at idle and has a hard time getting to 100 mph? Nope.

    Good luck selling to wannabe’s. Be sure they stop by and see the chrome specialist on the way out.

  6. At last a deeper look into the whyfores of Buell going bye bye. I have had several harleys, all Sportsters, and while slow and rough edged they offered a visceral experience I don’t find in many other bikes. The Buell CityX filled that bill, (as does my Duc 900SS) and even made the old four cam relatively fast, but I balked when I sat down to trade my last XLH883 in on one, and regret now having missed out. I don’t bear any ill-will to The Motor Company, and have not had enough enough information to jump to a conclusion on whether I felt it was a good or bad decision to axe Eric and co. Hopefully this CW article will shed some much needed light, favorable to HD or not. I gave up on my CW subscription years ago but this sounds like one I will buy off the shelf.

  7. Well, I for one hope Buell is ‘Not-Quite-Dead-Yet’. Having bought one of the first Buell S2’s back in ’94, I have a strong opinion about Buell. I felt the S2 was the bike HD should have built long ago. When I heard HD was buying into Buell, adding the belt drive, and lowering the price of the then current Buell 1200R & RS, I had my money down not knowing (or caring) the final price. It did not matter, it was the bike I always wanted, American built, HD power, and a corner carver. I still have two S2’s and a third I’ll build from pieces scrounged from the internet (including S2 frame #00001). Having personally met and ridden with Eric, I wish him the best. GW

  8. Okay, If Harley disliked Buell so much, Why do you suppose they put him in the Big time? If not for HD the whole Buell production run for 20Yrs would not have existed! My God we are just now starting to pull out of a Financial meltdown, Its sad that Buell was closed, but even a Fox will chew off its leg to survive. Im pretty sure Mr Buell is not done yet, Watch when the noncompete clause runs out, You can not buy this much Advertisement and Good Will.

  9. I guess Im with others in that I rather wait for another American motorcycle company that’s interested in building rea sport bikes that to buy a weak HD sporster frame, in house effort, specially in light of knowing they’d rather liquidate Buell and it’s American factory workers than to sell it for a $125m and see it prosper. Then good ridence to HD as well!

  10. Wow. I wish this bike could make it to the street. If it rides anything like my 1125R, it’s a shame that it went “to the crusher.” RIP

  11. This information has been leaking out in bits and pieces. It’s good to see Steve A. put it together with some real detail . . . unpleasant to read, but at least now we’re getting close to the truth.

    We wondered why Harley was being so tight-lipped after the closing and now we have some idea why. The more information that comes out, the worse they look.

    Harley management really is as clueless as they seem. Sad to see such and iconic brand “led” by people like this. 6 months ago I would have said the possibility of Harley going out of business would be impossible, but it seems like this management is doing everything within their power to make that happen.

  12. The V-Rod is a poor seller, but it’s a good if not great motorcycle. I’ve test driven quite a few. But I’m not willing to fork over some $18,000 when my V-Max (a 1985 design) is as good a bike. Which is probably the problem with the whole Harley lineup in a nutshell.

  13. I really doubt if Erik Buell is finished …. the demise of his first company is just the kind of stepping stone to the next opportunity that successful people thrive on.

    Speaking of V-rods
    I’ve got a neighbor who put his V-Rod out on the front lawn with a for sale sign every spring….. that’s for years now.

  14. For me, the question isn’t why the H-D/Buell marriage failed, it’s how did it manage to work at all? Neither Eric Buell nor the Harley boys are the sharpest business minds in the drawer. Both are a bit delusional. And their missions are polar opposites. Buell wants to race (literally) into the future while H-D wants to keep milking the past and maintaining the cult.

  15. Anyone with a brain would never buy that junk that HD makes, bikes thta cost 3k to make and sold for 12k. Buell was the best thing that hapened to HD. Buell won the AMA last year which is somethign no HD bike has been able to accomplish.
    I have 3 Buells, never had problems Doug as you claim you had problems.
    I only wish i was a racer so I could buy one of Erik Buell Racing bikes.
    maybe this all good becuse now Erik does not need aprovement form the moron HD board do devlop greta stuff. Erik Buell is the Shelby of motorcycles.
    he gives America some pride that we can be inovative, creative and think ouside of the box.
    Buell kicks HD ass

  16. So disappointed to see Buell go, a true 21st Century tragedy. I really didnt realize how big the following was, when i blindly purchased one in 2005, and I don’t think HD did either.
    The Buell culture is very close knit, people dont understand our passion for these bikes and until they ride one they probably never will.

    I havent read the article yet, but i am really looking forward to it, i would like any type of information about WHY Buell was dismantled, good or bad. I had read articles on a Buell in development but just seeing the cover of CW, i definitely wouldve forked over the $$ to get one. As OMMAg said i, too, doubt this is the end of Erik Buell.

    @Joe- did Buell really only cost $125 million?

    @Buellboy- I agree entirely about wishing I was a racer, that 1190 is SICK!!!

  17. I have read the articles. Thank you Cycleworld for bringing some light to the closure of BMC. While it made me angry to see how HD totally mismanaged Buell through the years, it makes me happy that Erik Buell will soon be free to do what he does best. I have 2 of the XB series bikes and cant imagine letting them go, great machines. Good luck to all of the HD riders out there, if they can so mismanage their relationship with BMC, its only a matter of time until they mess it up for you.

  19. Harley has a new CEO. The guy is a bean counter who Doesn’t come from a motorcycle backround. It was his decision to dump Buell and cut-off all the potential young motorcycle enthusiasts that Harley desperately needs to continue. It was also his brainstorm to shovel millions of Harley dollars towards opening a dealer network in India. Like another commercial states, “Good luck with THAT catching on”.

  20. Hey its not too late to fall in to the H D fan base . Cheer the xr1200 series on, I’m ready! Throw in a T shirt and another sticker for my prius. Let’s all bleed out $$ in biker thug style.

  21. I have the 05 XB9SX Buell this would have to be the most fun / exciting all rounder bike Buell could have dirived from a race bike , I also was verry upset to learn what HD did and how the went about it,,[ Buells in the skip ] NO RESPECT,,,Buell has a very BIG following here in Australia , sounds like all over the world. From this i would never buy another HD as long as my arse points to the ground…. What goes around , Comes around. [ Ive owend 42 bikes,Inc 2 HDs ] I look forward to the article too.Keep it uprite boys.

  22. Well, we all know this is an absolute shame. HD had no idea what the buell owners were about, and still don’t. When I get old, fat, slow, and want to join the rolling roadblock crowd it will be on something other than a hardley. These HD bafoons cut the tree down that was poised to keep the fruit growing into the future. What a shame.

  23. I guess I helped contribute to the demise of the buell motorcycle company. Keith Wandell (CEO who shut down Buell) said the Buell was not serving as a starter brand in which aging riders would switch to a big HD Twin. He was right. I bought my 2002 M2 Cyclone when I turned fifty in 2003. I have ridden motorcycles since 1971 and owned several brands. I got away from riding and racing to raise a couple of great girls and get them through school for a long time but made up my mind to get back in the saddle by 50. I started looking when I was 48 to see how much the Cycle World had changed, taking many test rides. Dealers began to wonder if I was ever going to buy one. I watched the Buell develope over 3 years and made up my mind after test riding an M2. I’ve had it for seven years and never felt more secure and confident going into the corners or comfortable taking the 1800 mi trip to the Smokie Mtns DEALS GAP. You will have to pry the handgrips from my cold dead hands before I give it up for a BIG TWIN HOG….

  24. The $125 mill was the offer on the table that would have also allowed the Buell factory and workers to keep building Buell bikes at the same location but with German Motors( like that wasn’t going to be better than HD blocks). But Harley refused and instead decided to liquidate Buell entirely and take a tax write off instead(reality some where between $5m-$20m) not wanting to be embarressed by a Thriving Buell/Rotax business.

  25. Well, it’s a shame harley has put an end to the best bike ever under it’s name in production. Erik buell will continue to dominate the track in the future same as he has did last year. Buell is one of the best bike’s I had ever owned, a few, and never had any problems with any of them. Don’t know how these people are complaining about issues with thier bike, maybe they need more practice riding. As for Harley thinking it will up the sales of the HD brand, they are wrong, in my eyes, they shot down any chance of me buying another HD product EVER! Custom bikes are the way to go in the first place, You spend 10,000 to 30,000 on a new harley, then sink a ton of cash adding stuff to them to your prefernce anyway, makes no sense to me, just get you a custom build that is to your likings for the same price as a floor model? Never did understand why so many add on’s for of the floor HD bikes.Just throwing more cash at them for extra chrome parts that should have been on the bikes in the first place. HD is not getting any more of my cash for sure!! Just my 2 cents…..

  26. where does one start in there train of thought to undermine the purist at heart. there seems to be a global problem that when times get tough, the tough bow out. the buell is rated @ 94% total fun machine to ride in comparison to all other bikes. after owning many other makes of bikes i have finally found a bike i really enjoy ( reliability, ease of maintenance and wheel stands ). i feel real proud for eric buell when my M2 cyclone is the first bike people walk up to amongst the sea of ordinaries. long live the buell, BB nz.

  27. You hit it right on Slotit1. I get the same reaction when I show up at bike night. Hundreds of bikes but my M2 still get the second looks and lots of conversation. It is just plain old fun to ride. Even on the long haul it is very comfortable. 170 mi between stops for gas, and the only reason I have to get off of it. Buell riders, the ride continues. Good luck Erik and thanks for the ride.

  28. Seems HD has a long history of bad decision making and treachery. Back in the 70’s I hung with a buch of guys that raced out of Tri-City Motorcycle Sales in Rock Island, Illinois. Erwin Smith (Smitty) never had much nice to say about their buisness practices going back to the 50’s.

  29. well what do we all now know,,, HD are now bringing out a KEN & BARBIE dolls complete with tattoos ,,,Piercing & open face helmets ,,,leather pants no less ,and logo smeered everywhere !!!!!! is this a motorcycle company or a fast food / toy chain , this keeps getting better LOL. keep it uprite boys.

  30. I’m 46 years old, have been riding since I was 16. I’ve owned 12 different motorcycles. And number 12 is a 2002 Buell X1 White Lighting. I’ve always wanted a Buell and after HD shut them down, I decided to buy one before it was to late. The bike gets looks everywhere I go with it. I’m already looking to buy another one. Which means HD will lose out on my $$.