A HARLEY-DAVIDSON rival has announced the launch of a new bike that hopes to find a fanbase of passionate motorcycle riders.
After separating from Harley-Davidson, Buell Motorcycles’ CEO vows that the company will soon compete with iconic motorcycle brands.
Buell Motorcycles’ CEO Bill Melvin wants to build a motorcycle brand that can compete with industry legends like Harley-Davidson and Indian Motorcycle, as reported by MLive.com.
Even though Melvin has big dreams for the company, he’s not skipping any steps when it comes to quality.
Each bike at Buell’s headquarters, located at 2700 Patterson Ave. SE, Grand Rapids, is assembled by hand.
Melvin admitted that not many people associate Grand Rapids, Michigan, with the motorcycle scene.
However, the goal is to create quality bikes like the Super Cruiser for a community of riders who are passionate about motorcycles.
“We’ve really been welcomed with open arms to grow this here in Grand Rapids,” Melvin said.
“…and that’s a strong passion of ours — to have it be a Grand Rapids and Michigan story.”
The company is launching the Super Cruiser next season — a bike that hopes to capture a “bold, unapologetic, and untamed” kind of spirit.
“With Buell’s iconic 1190cc liquid-cooled V-twin engine and the aggressive touch of Roland Sands Design, it’s a high-octane force of nature that breaks all the rules,” the company website states.
Buell Motorcycles has branded the bike as a powerful beast that’s meant for riders who are seeking a rush of adrenaline and thrill.
“This bike is a throwback to an era when riding was raw and real, but with the precision and performance to dominate today’s roads,” the website claims.
The company said over 6,000 people have already pre-ordered the bike.
With the current momentum, the company is looking to hire 162 more employees, which would triple its current workforce.
Additionally, Buell plans to invest nearly $19 million to purchase its headquarters, which it’s currently only leasing.
Harley-Davidson's uncertain future
May 2020: Jochen Zeitz replaces Matthew Levatich as the company’s CEO April 2021: Zeitz implements the “Hardwire” five-year plan, in which the company focused on revamping its core touring line-up and focused on online sales through the HD-1 Marketplace April 2021: Harley-Davidson lost millions after it was threatened by a 56% tariff from the EU, which never came to fruition, Reuters reported December 2024: In the fourth quarter, the company reported a loss of $117 million, with domestic market share shrinking by 13 percent in the same period February 2025: The trade war between Europe and the Trump administration leads Harley-Davidson’s CEO to say the company would “fight aggressively” against any tariffs, Milwaukee Journal reported April 1, 2025: Board member Jared Dourdeville wrote a letter announcing he would resign from the board and called for Zeitz to retire, blaming him for the “cultural” depletion of the company April 8, 2025: Zeitz announced he planned to step down and will remain the CEO until a replacement is foundThe company was established in 1983 by Erik Buell, who was a former motorcycle racer and an engineer at Harley-Davidson.
Buell, which was purchased by Harley-Davidson in 1998 following earlier investments in the company, gained recognition for producing high-performance, racing-inspired street motorcycles.
Throughout its journey, it’s earned its stripes by accumulating numerous awards and industry honors.
Nevertheless, as Harley-Davidson experienced a decline in sales, the company announced that it would ditch the Buell Motorcycles brand, shifting its business focus back to its primary line of motorcycles.
Melvin took a chance on the company in January 2016, purchasing the company for $2 million.
Buell’s new bike is expected to go into production in Fall 2025 with a suggested retail price of $25,900.
“When I see it, it makes you feel like you want to go ride,” Melvin said.
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