Buell
Buell is an American motorcycle brand building high-performance machines hand-assembled in Grand Rapids, Michigan.
Last updated September 15, 2026
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Overview
Buell is an American motorcycle brand that positions itself around world-class performance and American engineering. According to its official website, Buell builds high-performance motorcycles wrenched and assembled entirely by hand in Grand Rapids, Michigan, and focuses on craftsmanship rather than massive automated assembly lines. Its model lineup promoted on the official site includes the Buell Super Cruiser, Buell SuperTouring, Buell Hammerhead 1190, and Buell 1190SX.
History
Buell presents itself as an American motorcycle brand rooted in racing heritage and American engineering. Its official website states that when it builds a Buell, it aims to prove that world-class performance still lives in America, and that it does not pursue basic commuters or compromises. The brand says it avoids massive automated assembly lines and instead focuses on high-quality craftsmanship, with motorcycles wrenched and assembled entirely by hand in Grand Rapids, Michigan. The official site promotes models including the Buell Super Cruiser, Buell SuperTouring, Buell Hammerhead 1190, and Buell 1190SX, and notes that production and deliveries to pre-orders for the Super Cruiser have begun.
Products and positioning
High-performance American motorcycles built with hand craftsmanship and racing heritage.
Buell Super Cruiser
A cruiser model promoted on the official site with an MSRP of $25,900 and a $200 production order deposit; the site states production and deliveries to pre-orders have begun.
Buell SuperTouring
An American-built touring model with 185 horsepower and 102 ft-lbs of torque, offered with a $1,000 sales order deposit.
Buell Hammerhead 1190
A sport bike described as born from decades of American grit and racing heritage, offered with a $50 deposit.
Buell 1190SX
A street-oriented superbike model bringing raw superbike power and precision, offered with a $50 deposit.
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