On Thursday, October 15, 2009, Harley-Davidson Inc.
He organized a team to analyze "the adrenaline market", and concluded that sportbikes would encounter high competition and low profits, while cruisers had high returns. Wandell, who had never been on a Harley before being hired, was heard talking about "Erik's racing hobby", and questioned "why anyone would even want to ride a sportbike". When Harley CEO Keith Wandell was hired, he immediately questioned why Harley even owned Buell. By 2008, Harley's credit arm, Harley-Davidson Financial Services (HDFS), was struggling, and the lower resale value of Buell motorcycles meant that new bike sales were significantly affected. Harley-Davidson forced Buell to follow the rigid product planning and distribution process beginning in the 1990s, with the philosophy that Buell was the starter brand, and customers would eventually trade up to a Harley. Harley decided the engine should also be used in a sport-cruiser, then took over development, making it "too big, too heavy, too expensive and too late" for Buell. The liquid-cooled Harley V-Rod motor, developed by Harley-Davidson then made street legal according to the EPA by Porsche, was originally an Erik Buell project, designed for a fully faired AMA Superbike Buell by 1998. In 1995, the engines were upgraded with Buell engineered high-performance parts and further upgraded in 1998. After these were depleted, a basic 1200 Sportster engine was used. Most Buell motorcycles use four-stroke air-cooled V-twin engines, originally built for XR1000 Sportster. Since then, Buell has used modified Harley-Davidson engines, primarily from the Sportster, to power its motorcycles.
In 1998, Harley-Davidson bought a majority stake and took control of Buell Motorcycle Company, and the company became a subsidiary. Buell discontinued BRAG in 2006, stating the changes would improve, "the privileges and ownership experience for all Buell owners more than ever before." In 1994, Buell created the Buell Riders Adventure Group (BRAG) which hosted events around the country. Harley-Davidson CEO Jeffrey Bleustein had bought it as a skunkworks development. Erik Buell took the deal, against strong advice from his attorney. In 1993, Harley-Davidson purchased 49% of Buell, investing $500,000 and taking Erik Buell's house as security. In 1987 Rockville Harley-Davidson in Rockville, MD (now District Harley-Davidson / District Cycles, formerly Battley Harley-Davidson / Battley Cycles in Gaithersburg, MD) became the world's first Buell dealership and the owner, Devin Battley has Buell #1, an RR1000 in his personal collection. Erik Buell then turned his focus towards racing-inspired, street-going machines using engines manufactured by Harley.
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After completion of the first two RW750 racing machines, one of which was sold to another racing team, the Formula 1 series was canceled. At that time, Erik Buell was a top contending privateer motorcycle racer. The first Buell motorcycle, the RW750, was built in 1983 purely for competition in the AMA Formula 1 motorcycle road racing championship. The models will include variations for touring, dirt, adventure, and cruisers. Buell announced they will use the superbike platforms developed from 2011 to 2020 to build out their model line up to approximately ten models in 2024. In February 2021, Buell Motorcycles announced they are back in production under the new ownership of Erik Buell Racing (EBR). In November 2009, Erik Buell announced the launch of Erik Buell Racing, an independent company run by Erik Buell which initially produced race-only versions of the 1125R model, then subsequently offered an updated 1190RS model for the street or the track, and produced further improved 1190RX and 1190SX models which are intended for street or track use. The last Buell motorcycle produced through Harley-Davidson was in October 30, 2009, bringing the number manufactured to 136,923. On October 15, 2009, Harley-Davidson announced the discontinuation of the Buell product line as part of its strategy to focus on the Harley-Davidson brand. On November 17, 2006, Buell announced that it had produced and shipped its 100,000th motorcycle. Harley-Davidson acquired 49 percent of Buell in 1993, and Buell became a wholly owned subsidiary of Harley-Davidson by 2003. It was founded in 1983 by ex- Harley-Davidson engineer Erik Buell. Buell Motorcycles is an American motorcycle manufacturer based in Grand Rapids, Michigan, United States.
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