News Summary
Buell Motorcycles is set to unveil its new Super Cruiser in Grand Rapids, priced at $26,000. The motorcycle blends classic American cruiser design with European superbike performance, making it lighter and faster than competitors. Buell anticipates expanding its workforce and production capacity significantly to meet demand, with about 6,000 pre-orders already received. This ambitious launch marks a new chapter for Buell, which has a rich history in the motorcycle industry and aims to improve American manufacturing focus.
Grand Rapids, MI – Buell Motorcycles Set to Launch New Super Cruiser
Buell Motorcycles is preparing to launch its highly anticipated Super Cruiser motorcycle this fall, with a retail price of $26,000. This launch will take place from the company’s headquarters in Cascade Township, just east of Grand Rapids, Michigan. The Super Cruiser aims to capture market attention by blending traditional American cruiser aesthetics with cutting-edge European superbike performance.
The Super Cruiser is designed to be both lighter and faster than existing competitors such as those offered by Harley-Davidson, boasting a weight that is 200-300 pounds lighter than lighter cruiser models from that brand. Under the hood, the motorcycle features a powerful V-Twin engine that delivers an impressive 175 horsepower and 101 pounds of torque. Buell has already received around 6,000 pre-orders for the Super Cruiser, reflecting strong enthusiasm from potential customers.
Expansion Plans and Job Growth
As part of its growth strategy, Buell Motorcycles is planning to hire 162 new employees over the next three years, significantly increasing its current workforce of 50. This expansion is fueled by an investment of $18.5 million to acquire its current headquarters at 2700 Patterson Ave. SE and enhance its manufacturing capabilities.
By early next year, Buell expects to ramp up production capacity to 300 motorcycles per month, aiming to reach a remarkable 28,000 bikes annually by 2028. The company has set its sights on becoming the third-largest motorcycle manufacturer in the United States, competing directly with well-established brands such as Harley-Davidson and Indian Motorcycle.
American Manufacturing Focus
The Super Cruiser will incorporate approximately 60% American-made parts, with key components sourced from Michigan, Minnesota, and Texas. This alignment with domestic manufacturing is intended to emphasize Buell’s commitment to quality and American craftsmanship.
Support from Financial Grants
To bolster its expansion efforts, Buell Motorcycles has received a significant financial boost, including a $972,000 grant from the Michigan Strategic Fund. This funding is aimed at supporting the company’s growth initiatives and capacity expansion.
A Brief History of Buell Motorcycles
Founded in 1983 by Erik Buell, a former motorcycle racer and Harley-Davidson engineer, Buell Motorcycles has had a tumultuous history. The brand was acquired by Harley-Davidson in 1998 but ceased operations during the economic downturn in 2009. Erik Buell subsequently launched Erik Buell Racing, which faced challenges and went into receivership in 2015. In a turnaround, Melvin purchased Erik Buell Racing for $2 million and secured the rights to the Buell name in 2020, laying the groundwork for the brand’s resurgence.
Market Position and Competitive Landscape
The Super Cruiser promises to compete against a range of popular motorcycles from companies like Honda, Kawasaki, BMW, and Yamaha. The substantial interest in the model, demonstrated by pre-orders totaling around $120 million, positions Buell favorably as it navigates a competitive market landscape.
With a strong focus on community support and customer enthusiasm, Buell Motorcycles aims to build a legacy of innovation and quality in the American motorcycle industry.
Deeper Dive: News & Info About This Topic
HERE Resources
Buell Motorcycle Initiates $18.5 Million Expansion in Grand Rapids
Additional Resources
- MLive: 5 Takeaways from Buell Motorcycles Revival
- Wikipedia: Motorcycle
- Crain’s Grand Rapids: Buell Motorcycle Plans $18.5M Expansion
- Google Search: Buell Motorcycle
- Business Facilities: Buell Motorcycles Expand in Michigan
- Encyclopedia Britannica: Motorcycle
- Fox17: Buell Motorcycles to Expand with $18.5 Million Investment
- Google News: Buell Motorcycles Expansion
Author: STAFF HERE GRANDRAPIDS WRITER
GRAND RAPIDS STAFF WRITER The GRAND RAPIDS STAFF WRITER represents the experienced team at HEREGrandRapids.com, your go-to source for actionable local news and information in Grand Rapids, Kent County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as ArtPrize, Festival of the Arts, and World of Winter. Our coverage extends to key organizations like the Grand Rapids Chamber of Commerce and Grand Rapids Community Foundation, plus leading businesses in furniture, healthcare, and technology that power the local economy such as Steelcase, Spectrum Health, and Meijer. As part of the broader HERE network, including HEREDetroitMI.com, HERENorthville.com, HERENovi.com, and HEREPlymouth.com, we provide comprehensive, credible insights into Michigan's dynamic landscape.
