Buell Sets Sights on Global Expansion

Buell has confirmed it is to expand into new global markets, with the European Union and the UK mentioned as targets

Buell Hammerhead 1190

American company Buell is eyeing an expansion into multiple global markets, with its latest press release confirming that some regions of Europe are very much on the cards.

The release confirms that its first move will be, sensibly, moving into its North American neighbour, Canada at some point in the summer of 2024. It goes on to say that plans are afoot for the UK, EU and other markets also, with Japan, France, Spain, Brazil, and Italy all noted as previous ‘havens’ for the American brand in years gone by. 

It goes on to say that in an effort to speed up the process of shifting bikes to new regions, Buell is ‘opening its communication and phone lines for international distributors and dealers to contact the Michigan Factory,’ and will be taking refundable pre-order deposits for a number of its models. Interested parties can pay as little as a $25 pre-order to show their interest, and in return will receive regular updates, and, when the time is right, connected to the earliest international export units available.

Speaking about the news, Troy Devlin, Director of Business Development at Buell Motorcycle Co. said:

“We are looking forward to delivering high-performance, V-Twin motorcycles into the Canadian marketplace. The importation of Buell motorcycles into Canada will genuinely increase the recognition that Buell is Back”

Bill Melvin, CEO of Buell Motorcycle Co. added:

“We’ve seen a strong demand for Buell’s high-performance motorcycles across the globe. We’re listening, and we’re ready to expand with global distribution. Our energetic and growing team is ready to deliver the rumble of our high-performance V-Twin American motorcycles … Riders keep asking, ‘WHEN?’ We want to give them what they want - an iconic American motorcycle with rich history, horsepower, and lots of adventure.”

The current Buell range available to riders in the US includes the Hammerhead 1190 sports bike, 1190SX naked, the bonkers Supercruiser, the Supertouring and the wild Baja 1190 Dune Racer.