Buell Hammerhead Production Begins Nov. 1, But That's Just the Beginning
Dirtbikes, cruisers, and adventure bikes in the future
The Buell Motorcycle Co.’s comeback is ready to begin, with the revived brand announcing production of the new 2022 Hammerhead 1190 superbike set to begin on Nov. 1. Based on the EBR 1190RX, the Hammerhead will be produced in Grand Rapids, Mich., and offered through an online reservation and delivery system called “Buellvana”, which the company will detail further on Oct. 21.
Within the announcement, Buell teased some new engines and new models, including new dirt, touring and, somewhat ironically, cruiser models. The company has already offered a glimpse of some of these new models, including an ADV called the 1190 Super Touring (pictured below) and the 1190HCR, a hill climb racer with the 1190cc ET-V2 engine in a dirt bike package.
While the Buell press release (included below) was sparse on further details about new mdoels, we’ve uncovered some information that sheds some light on the brand’s rebirth, including what might be its new logo:
Buell’s current owner, Liquid Performance, filed a trademark application with the U.S. Patent and Trademark Office last week for this logo, which incorporates a new take on the Pegasus motif employed by the original Buell Motorcycle Company and Erik Buell Racing. The new logo has a more classical take on the Pegasus within a shield, a design element last used by Buell before its original demise under the ownership of Harley-Davidson.
The new logo makes a lot of sense when you consider Liquid Performance will be operating under the name “Buell Motorcycle Co.” and not “Erik Buell Racing” or “EBR”. Liquid Performance, which acquired EBR in 2015, but claimed earlier this year to have acquired the rights to the Buell brand. The current version of the Pegasus logo is closely associated with the EBR era, and the new logo would be a part of the rebranding.
The new emblem is the latest in a number of trademark applications filed in the last year that may include names for other potential new models. These include the names Baja, and Supercruiser, along with Blast, which was formerly the name of Buell’s 492cc entry-level model.
A new Blast would be a logical step in any Buell revival, with the company announcing earlier this year it would expand to offer medium and small-displacement models. Buell has also already hinted at the Baja name for a future adventure bike based on the 1190HCR. Supercruiser is a relatively plain-sounding name, but then, you could say the same about the planned Super Touring model.
Liquid Performance also filed to trademark four names that appear to be related: Mule, Muell, Mini Muell, and Muellysses. All four names are a play on the Buell name and the word mule, with Muellysses an obvious reference to the Buell Ulysses XB12XT adventure-tourer. The name “Mule” suggests a utilitarian model, but it may be treading to closely to the similarly named Kawasaki UTV, and the USPTO has already flagged that as a potential hiccup. “Muell” and “Mini Muell” may be alternative names in an attempt to get around that problem, but they too are facing resistance, with the USPTO citing similarities to trademarks for a clothing brand called “MUÉL”. Only Muellysses has passed the USPTO’s scrutineers, but Liquid Performance may still respond to the USPTO’s objections.
These potential model names and the new logo offer a hint of what to come from the reborn Buell Motorcycle Co.
Begin Press Release:
Buell® to Start Hammerhead Production & Online Reservations Nov. 1, 2021
Grand Rapids, Mich. – Buell Motorcycle Co. announces the legendary Buell Hammerhead 1190 is going into production and taking reservations beginning November 1, so get in line.
The Buell Hammerhead 1190 received extensive press coverage and unbridled enthusiasm from motorcycle riders around the world following Buell’s spring announcement that “Buell is Back”.
“When we said Buell is Back, we meant it,” said Bill Melvin, CEO of Buell Motorcycle Co. “We have former executives from Buell, General Motors, Lotus Engineering, Toyota, and Bombardier Recreational Products ensuring we are manufacturing and developing the highest quality products. Now we are putting the finishing touches on our factory and kicking off production of the Best American Superbike on November 1, the Buell Hammerhead 1190. Buell is Back!”
The Buell Hammerhead 1190 will have a Grand Rapids, Michigan built and proven 185-horsepower high-performance 72-degree V-Twin engine with 13.4:1 compression, sporting EFI with 4 injectors and exerting 101.6ft-lbs of torque. Buell’s unique chassis and braking system is the key to its success on the racetrack and on the road. The Hammerhead has a specialized aluminum Fuel in Frame design which provides strength, lower center of gravity, and added balance unmatched against the competition. Buell’s unique single perimeter front braking system reduces the unsprung weight to allow the rider unsurpassed performance and feel during turns. And at just 419 lbs., it’s nimble and quick.
Buell’s new online reservation and delivery system, Buellvana®, will also be innovative and exciting for riders and dealers alike. Reservations will begin online November 1, while Buell plans to outline details on October 21. This novel and industry disrupting system will provide the best delivery and service experience for Buell riders, while giving dealers all the advantages in a modern technology & post-COVID world.
“When we announced that our future models will include variants for dirt, touring, and cruisers, while expanding our engine lineup, we were blown away at the rider response,” said Steve Laham, Chief Products, Development & Strategy Officer at Buell Motorcycle Co. “I knew Buell was a beloved brand, and now riders are pulling for us! With the Hammerhead going into production, innovative technology and products in our pipeline, and our online reservation system changing the industry, we’re lean, mean and on the move!”
With the return of the Hammerhead 1190 and the new and revolutionary Buellvana® online reservations system, Buell is back and racing to the future!
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Dennis has been a part of the Motorcycle.com team since 2008, and through his tenure, has developed a firm grasp of industry trends, and a solid sense of what's to come. A bloodhound when it comes to tracking information on new motorcycles, if there's a new model on the horizon, you'll probably hear about it from him first.
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Nice to see Buell getting back in the game, I have been tracking 14 EBR 1190rx for 12,000 miles and it has been a fantastic trouble free machine. Once you get the set up right it is amazing fun to ride. in order for Buell to get advanced electronics will be a major undertaking, currently the bike has throttle by wire, with a really good traction control system, but to get ABS, wheelie control, launch control. etc..., they will have to make a major update to the machine. Handling and chassis are hard to beat, one of the best ever, engine is strong, but it would be nice if it could spin up another 1000-2000 rpm's. I wish them much success.
This new 'buell' business is like the worst Led Zeppelin cover band (insert any classic rock band name). It makes zero sense for this company to perpetuate the Buell name and not create a new bike under a new name.
The name carries with it a variety of go-to-market baggage (good and bad), neither of which will help their cause...
The good part. Buellheads. But, they weren't (and aren't) a large enough market share to carry the original brand. Those Buellheads will not buy into this attempt once they learn Erik Buell is not part of this endeavor at all, further annoying them that his name is being USED.
Plus, how many times does the man have to explain he isn't part of this attempt? Doesn't that bother this new business? Odd. They wouldn't want to be in that position. This is way different than resurrecting old marque names.
The bad part. How much of the market share has never bought into the Buell look or function, so what is this company doing differently that would set them on a new revenue path instead of a self-inflicted reduced, Buellhead path? This is just a weird, nuisance homage to a great bike that lost its potential long ago largely due to the abuse under HD and Hero.
That said, there is a large opening in the market that this company should pursue - take that attractive & powerful v-twin and put it into a steel trellis chassis with unique, scant bodywork now that Ducati is making performance bikes with questionable aesthetics and no trellis (something fresh along the lines of Walt Siegl's WSBK design but show off the trellis and engine more). Add to this market opportunity, the lack of an American-made performance bike and there's better potential for this high hp and impressive torque engine to continue. Do it all under a clever name, logo, and cool graphic art.
Market the bike like Triumph did years ago. They built and sold their 600 and 955 sport bikes with a street emphasis. Triumph is resuming this smart move with the Speed Trip RR. i.e., no intentions of being the race winner, but a very capable street (and/or track day) sport bike. Akin to the many sports cars that don't race but are cherished for their aesthetics and street performance.