The Hammerhead 1190 and the New Buell Motorcycle Co.


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Buell Motorcycle Co.’s comeback is set to begin, with the relaunched brand announcing production of the new 2022 Hammerhead 1190 superbike starting November 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 in more detail on October 21.

In the ad, Buell teased new engines and models, including new dirt, touring and, somewhat ironically, cruiser models. The company has already offered a preview of some of these new models, including an ADV called the 1190 Super Touring (pictured below) and the 1190HCR, a hill climber with the 1190cc ET-V2 engine in an all terrain motorcycle package.

The Buell 1190 Super Touring

The Buell 1190 Super Touring adventure bike is in the works, with Buell aiming for a 2023 release.

While Buell’s press release (included below) contained few details on the new models, we uncovered information that sheds light on the brand’s rebirth, including what its new logo could be:

New Buell Motorcycle Co. logo

Current Buell owner Liquid Performance filed a trademark application with the United States Patent and Trademark Office for this logo last week, which incorporates a new interpretation of the Pegasus pattern used by the Buell Motorcycle Company and Erik Buell. Racing. The new logo has a more classic version of the Pegasus in a shield, a design element last used by Buell before its initial demise under Harley-Davidson ownership.

The new logo makes a lot of sense considering that Liquid Performance will operate 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 part of the rebranding.

The new emblem is the latest in a number of trademark applications filed over the past year that may include names for other potential new models. These include the names Baja and Supercruiser, as well as Blast, which was previously the name of Buell’s entry-level 492cc model.

A new Blast would be a logical step in any Buell revival, with the company announcing earlier this year that it would expand to offer mid- and small-displacement models. Buell has also previously hinted at the name Baja for a future adventure bike based on the 1190HCR. Supercruiser is a relatively simple name, but the same could be said of the planned Super Touring model.

Liquid Performance has also filed four brand names that appear to be related: Mule, Muell, Mini Muell and Muellysses. The four names are a play on the name Buell and the word mule, with Muellysses an obvious reference to the Buell Ulysses XB12XT adventurer-tourist. The name “Mule” suggests a utility model, but it may come close to the Kawasaki UTV of the same name, and the USPTO has previously flagged this as a potential hiccup. “Muell” and “Mini Muell” may be alternate names in an attempt to work around this problem, but they are also facing resistance, with the USPTO citing similarities to the trademarks of a clothing brand called “MUÉL” . Only Muellysses passed the USPTO scrutineers, but Liquid Performance can still meet the USPTO’s objections.

2008 Buell Ulysse XB12XT

These potential model names and the new logo offer a glimpse of what will come with the rebirth of the Buell Motorcycle Co.

Start the press release:


Buell® Launches Hammerhead Production and Online Reservations November 1, 2021

Grand Rapids, Michigan. – Buell Motorcycle Co. announces that the legendary Buell Hammerhead 1190 will go into production and take reservations starting November 1, so line up.

The Buell Hammerhead 1190 received extensive media coverage and unbridled enthusiasm from bikers around the world following Buell’s spring announcement that “Buell is Back”.

“When we said Buell is back, we thought so,” said Bill Melvin, CEO of Buell Motorcycle Co. “We have past executives from Buell, General Motors, Lotus Engineering, Toyota, and Bombardier Recreational Products who we ensure to manufacture and develop the highest quality products. Now we are putting the finishing touches on our factory and launching production of the best American Superbike on November 1st, the Buell Hammerhead 1190. Buell is back!

The Buell Hammerhead 1190 will feature a high-performance 72-degree V-twin engine built in Grand Rapids, Michigan and proven to deliver 185 horsepower with 13.4: 1 compression, a sporty EFI with 4 injectors and 101 torque. , 6 foot pounds. Buell’s unique chassis and braking system are key to its success on the racetrack and on the road. The Hammerhead has a specialized Aluminum Fuel in Frame design that offers strength, a lower center of gravity and unmatched additional balance compared to the competition. Buell’s unique perimeter front braking system reduces unsprung weight to provide the rider with unmatched cornering performance and feel. 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 drivers and dealers alike. Reservations will begin online on November 1, while Buell plans to present details on October 21. This revolutionary new system will provide the best delivery and service experience for Buell passengers, while providing dealerships with all the benefits of modern technology and a post-COVID world. .

“When we announced that our future models would include variants for Dirt, Touring and Cruisers, while also expanding our engine lineup, we were blown away by the pilot’s response,” said Steve Laham, Product Manager, of development and strategy at Buell Motorcycle Co. “I knew Buell was a beloved brand, and now the bikers shoot for us! With the launch of production of the Hammerhead, innovative technology and products in our pipeline, and our industry-changing online reservation system, we are lean, mean and on the move! “

With the return of the Hammerhead 1190 and the revolutionary new Buellvana® online reservation system, Buell is back and heading into the future!


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