Buell Motorcycles Is Back: America’s Rebel Brand Returns With the Super Cruiser and a $18.5M Comeback
In the pantheon of American motorcycle legends, few names stir as much passion—or controversy—as Buell. Once the brainchild of engineer and ex-racer Erik Buell, the brand represented rebellion, performance, and the kind of engineering wizardry you don’t typically associate with large motorcycle manufacturers. Yet in 2009, after being acquired and then axed by Harley-Davidson, it disappeared from the road.
Fast forward to 2025: Buell Motorcycles isn’t just back—it’s roaring, innovating, and ready to redefine what an American performance motorcycle should be. From a massive investment in Michigan to the debut of a radical new machine called the Super Cruiser, the company is rewriting its story.
A Radical New Vision: Enter the Super Cruiser
At the heart of Buell’s revival is a motorcycle that perfectly captures its DNA—aggressive, unapologetic, and built for riders who crave more. The Super Cruiser is a 1190cc, liquid-cooled V-Twin beast with a Roland Sands-designed frame and attitude to spare.
Inspired by muscle bikes and performance cruisers, the Super Cruiser blends Buell’s superbike legacy with bold American styling. Priced at $25,900, this is not a bike built for everyone—it’s built for those who want to make a statement. And that statement is: Buell is back, and it’s not playing nice.
Key features:
1190cc V-Twin Engine
Designed in collaboration with Roland Sands
Over 175 horsepower
Limited production with 6,000+ pre-orders already registered
Release date set for Fall 2025
This model is more than just a product—it’s a message to the industry: performance and identity can still coexist in a motorcycle built in the U.S.A.
Michigan at the Center of the Rebirth
For Buell, this isn’t just a symbolic comeback—it’s a tangible investment in American manufacturing. The company is expanding its operations with an $18.5 million investment in Cascade Township, just outside of Grand Rapids, Michigan.
The new 120,000-square-foot facility will serve as the epicenter of the company production and innovation efforts, bringing 162 new high-paying jobs to the region. Starting wages are set at $26.44/hour, with a strong benefits package—a clear signal that Buell is investing not only in bikes but in people.
The expansion is supported by a $972,000 grant from the Michigan Economic Development Corporation (MEDC), underscoring the strategic importance of bringing back high-value manufacturing jobs to the Midwest.
According to CEO Bill Melvin, “Buell is here to build motorcycles that break the rules—but we’re also building a company that values its workers, its legacy, and the future of American riding.”
A Legacy Engineered for the Future
Buell has always been an outlier in the motorcycle industry. From perimeter brakes to unconventional frames and short wheelbases, Erik’s creations often flew in the face of convention. That legacy hasn’t been forgotten—it’s been refined.
Under the new leadership, the brand is leveraging its engineering DNA to create bikes that perform at the limit while offering more versatility than ever before. And that includes beyond gasoline.
By 2026, Buell plans to launch 10 performance-driven motorcycles, including:
Touring and Adventure bikes
Electric sportbikes
Track-focused machines
Lightweight streetfighters
High-torque cruisers
This isn’t a company reviving a name for nostalgia. This is a tech-driven manufacturer ready to compete with the best of Europe and Japan, while proudly wearing the “Made in USA” badge.
Global Ambitions, Local Roots
Although Buell is rooted in Michigan, its ambitions are global. CEO Melvin has hinted at plans to re-enter Europe and Asia, where the appetite for high-performance American motorcycles is growing.
Unlike other legacy brands struggling with identity, Buell has a clear lane: high-performance motorcycles for riders who reject compromise. With a reputation for innovation and a design language that borders on aggressive, Buell’s rebirth is not about being mainstream—it’s about being magnetic.
Why Buell Matters in 2025
The motorcycle industry is at a crossroads. With electrification, stricter emissions, and aging demographics, many manufacturers are playing it safe. Buell is doing the opposite.
Its return represents more than just a corporate pivot. It’s about reclaiming the soul of American performance motorcycling. It’s about embracing risk, defying design conventions, and creating bikes that make you feel something before you even twist the throttle.
And perhaps most importantly—it’s about giving riders a reason to believe again.
Final Thoughts
Buell Motorcycles is not just back—it’s blazing a new trail. With the Super Cruiser already turning heads and a massive Michigan expansion underway, Buell is once again a name that matters. For riders. For innovation. For America.
If you’ve ever looked at a motorcycle and thought, “That’s too tame,” then it’s time to look again.
This is Buell. This is now.
