Harley Davidson Shuts Down Buell
November 3, 2009

In response to slumping sales, net earnings, and earning per sharing in the 3rd quarter 2009, Harley Davidson unveiled its plan to move forward despite the soft economy. Unfortunately, the plan featured a single product line focus and signals the end of the Buell Motorcycle line.

Although discontinuing product lines is common practice among vehicle manufacturers to survive in tough economic times, the death of the Buell line is an especially hard blow to the American motorcycle community. Buell was the only major American sport bike motorcycle line to compete with the Japanese sport bike market.

Erik Buell, a former Harley Davidson engineer, founded Buell Motorcycles in 1983. Clearly, the loss of the Buell line represented more than just business to him.

The discontinuation of Buell Motorcycles will displace about 180 employees. Fortunately, Harley Davidson will continue to honor all Buell warranties. Buell bikes, motorcycle accessories, and apparel will continue to be sold through their dealer network.

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