Buell Challenges the Competition
The new Super Cruiser prepares to take on Harley-Davidson and Indian
With the mantra “We Control the Future”, the new ownership at Buell Motorcycles is definitely shaking up the industry on several fronts. The much-anticipated release of the company’s newest model, the Super Cruiser is slated for this fall with Buell already securing 6,000 pre-orders for the powerful V-Twin. And with 175 HP & 100 ft-lbs of torque, weighing less than 500 lbs. and having a retail sticker of only $26,000, anticipated demand for the Super Cruiser are high. So much so that the company has negotiated a $18.5 million expansion to their existing headquarters and manufacturing facility in Michigan.
Currently each bike is hand built using a majority of U.S. sourced parts by a team of 50 employees. The expansion will more than triple the number of workers needed with production expected to reach 300 units per month by early 2026 and grow to 28,000 motorcycles annually in the next three years.
Buell’s goals are to become America’s third-largest bike manufacturer behind Harley-Davidson and Indian Motorcycle. And by blending the design of an American cruiser with the power of a European super bike, they appear poised to make it a reality.
~Robert Filla
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