Why Buell stumbles (research)

[Nade]

Every time I see the 'new' HD line up and get to the 'Buell copy's', 2 things go thru my mind....first BENDER...secondly A whole scenario where a certain CEO is taken out into the back of Alabama somewhere, stripped naked, put in a canoe, given a banjo, a ball gag and pushed out on a river.

Then I go back to my Buell.

 

[Johnsdenm]

Buell's struggles seem to stem from a mix of strategic missteps and operational challenges. Their high R&D costs and niche market focus limited broader appeal. The HD partnership had potential but might have restricted flexibility. Limited aftermarket support and part availability likely hurt customer confidence and convenience. More focus on accessible maintenance and competitive pricing might have helped them build a more sustainable customer base. Your idea of enhanced aftermarket support and training is spot on and could have made a significant difference. Looking forward to hearing others' insights!

 

[Skibum41061961]

I wouldn't say Buell went "out of business". The decision that the brand new H-D CEO to terminate 3% of their customers (Buellers) was made simply for reasons of their H-D image and alienating their precious H-D customer base by selling bikes they just didn't understand or care about.

Oh the irony of 2020 and H-D building an Adventure bike, a street "Brawler", the Bronx doesn't escape ANY Bueller. They even LOOK the same...

That then-new CEO has recently departed after H-D sales fell every single year he was in that position. Steve Anderson had been the platform Mgr for both Buell and EBR. I got this snapshot of a tweet from Hughlysees off of BadWeb:
View attachment 13234
That makes me so mad. Not just because they killed my beloved Buell brand, but to EFF that whole American community of East Troy, and crush an obviously obsessed mans dreams, by a company that leans on the American flag so hard for image? Two-faced, back stabbers.:mad-new:

EBR on the other hand was a whole new set of bend over and take it. EBR and Erik himself could be blamed for shooting for the moon, but that all part of the story now and frankly why I love them so much. They went out swinging from Wisconsin to battle in the absolute pinnacle of racing (and established brands). Did they miss? Was is the bikes fault? Was it money? Man it was close...

In my very humbled opinion they went out prepared for battle, but unprepared for the size of the battle. Three basic things took them out.
1) Ducatis race team and ALL of the other teams... are bigger than EBR's entire company and their budgets are too. EBR never had the capitol and having get money from Hero obviously didn't work out.
2) The cost and development of electronics was just blossoming at that time, I don't think EBR was ever going to be ready at that level. EBR started on their back heels and it would have had to be a Herculean effort to make up the experience and research in an unfamiliar arena. But could they? My heart and my head disagree with each other.
3) Trustworthy mid-western business practices sadly have no place in the vicious world of big business. Apparently expecting each company to hold up the agreed upon contract is not how it's done anymore:mad-new:

It's all just my own speculation, of course. I never was on the inside. Theres a ton of historical info from the guys that lived it, on Badweatherbikers. Bunch of knowledgable guys with some great stories that are never in the books I buy. LOL

A Lot of your Questions can be answered by Eric Buell in this Interview. Buell said that HD charged Buell a $1,200.00 Sir Charge per Thunderstorm Engine. Thus HD was taxing Buell to support HD. HD spent $400 Million to shut down their new Plant in Kansas City, They spent $116 Million to shut down the new Buell Factory in East Troy, They lost Millions on their MV Agusta Fiasco, Even before the AMF Days they bought into Aermacchi and ran them until closing their doors. They bought part of Aermacchi and later bought all of them just like they bought 49% of Buell with the Option to buy 49% more in 10 years.

 

[Skibum41061961]

Would you rather watch the video of the forklift dropping Buells into a dumpster? Or the guy hucking XB rims in the trash? Instead I gave you a cheery upbeat video.

You only need to look at just another in a long line of H-D's 'new' directions to see that nothing has changed.

"Hardwire" is the latest CEO's idea to make and sell less of the *same product, for higher prices. They are literally telling their customers that. I can't think of any example in any industry where that has worked.

Since they aren't selling enough of the CVO up-charge bikes to stay afloat, they brain stormed a new higher level of trim, called "Enthusiast" (IIRC) as an excuse to charge $44,995 MSRP. That is forty-five thousand dollars for a fancy motorcycle. Add the usual tax, license, fee's, etc and you'll be financing $53k + before you even start to build your mandatory do-rag collection. Thats a lot of skulls.

IMO, HD should do what HD does best, and that is build big, shiny, cruisers. Let company grow (or shrink) accordingly. There are plenty of niche MFG's that do that. The problem is that they want to still be a huge company while not even offering people options. No small bikes, not even a Sportster in Europe, and the cheapest going for $10 thousand dollars?? For the baby Sporty!? Ten large??

*A different paint job and 10 year old tech as a "new feature" isn't a new product.

It's not HD hate. It's facts. I have nothing against HD and I hope they're around forever. I just don't understand the disconnect from the Board of Directors and everyone else. Including their own customers.

This new Sales Strategy worked Quite well for the Present CEO "the Shoe Salesman and Green Lover of Electric Motorcycles" Makes a lot of his Salary based on profits, Livewire is loosing $100 Million per year so he spun it off into it's own Company. Thus Livewire losses would not effect his Stock Option Bonuses. He made $22 Million in 2023 or was that $43 Million with his Stock Options?
An HD Executive said that they will never produce the Bronx, because there would be very little proffit margin in the bike if it was priced competitively with the Japanase bands, and now the Chinese Brands are getting better and are far cheaper than the Japanese brands are. Plus you have the Mega Motorycle Mfg's in Indian including Hero and Royal Enfield ect.

 

[Skibum41061961]

Would you rather watch the video of the forklift dropping Buells into a dumpster? Or the guy hucking XB rims in the trash? Instead I gave you a cheery upbeat video.

I purchased a 2008 Buell Ulyessess in 2022 with 15,000 Miles on it. I replaced the rear tire. I noticed that one of the wheel bearings was a bit dry. Note to self, order new wheel bearings. My first trip with the new tire 115 miles each way and one wheel bearing failed. I rode the last 2 miles home at 15 MPH with a passenger. I heard strange noises, stopped and shook the rear wheel and it was still tight.
On these Forums I learned that Buell came out with a new wheel with three larger wheel bearings instead of two small wheel bearings. Someone posted a part # for the wheel and axle kit. I found a new one at an NOS parts warehouse I think in WI they had old NOS parts for Caterpillars & John Deeres ect.. With shipping and taxes it cost me like $745.00. All the same great piece of mind not to have a wheel bearing failure on a long Trip far from home. It seems this wharehouse had 4 or 7 more wheels in stock. I Keep my reciepts in an envelope.
I think if that Video of them throwing all of the new Made in China wheels in the Dumpster and always wonder if they were the two bearing or three bearing wheels .

 

[Barrett]

Three things of significance come to mind from your redundant rant above:
1-Your contentions have been "beaten to death" on here thru the decades
2-According to two life-long friends of mine who were near the very top of the Harley Davidson corporate food-chain during the Buell XB and 1125 era....Erik Buell was quite often incredibly difficult to work with....in typical "engineer" fashion
3-What is a "Sir Charge"?

 

[Cooter]

3-What is a "Sir Charge"?

It's an order to a Knight of distinction, obviously.

 

[BuddyB]

They're just motorcycles. We enjoy them for what they are.

Just had a buddy say we (him and I) should try the cannonball in his C8 corvette. I tried to explain the logistics of such an endeavor, he was sure fired sure that the car was up for the task. But I said 'are we?' I don't have the money for advance cars or aircraft. He didn't want to seem to dispense of his bankroll for the project. Oh well. Would like to drive a C8 some day at speed.

Buells are fun, they're easy to maintain, they are... well Buell's. Funnest bike I've ever owned.

In the late 1970's, I had the pleasure of buying a Kawasaki KZ650 that was built by the late Jim Cotherman of AV Augusta fame. He built the bike as a canyon carver through the Rocky mountains. I bought a stock brand new KZ 650 and had his mechanics do the upgrades. The bike was a screamer. Though it had a bit of a flat spot around 6k, after that it was katie bar the door. When I took possession of the bike I asked what the red line was. The mechanic said well, there is no real red line, just don't miss a gear! Never heard that before. It was a 650 that would easily do 150mph plus pretty good for 1979.

 

[mriulvr]

While the Buell/EBR history is sad, frustrating, infuriating, nauseating and contentious, we are blessed to own, enjoy and respect Erik’s vision. For that I am grateful.

 

[Cooter]

While the Buell/EBR history is sad, frustrating, infuriating, nauseating and contentious, we are blessed to own, enjoy and respect Erik’s vision. For that I am grateful.

and mis-represented 99.889% of the time.

But yes, I'm also happy to enjoy the fruits of all the hard work everyone on those teams put into Buell and EBR. 'Murica.

 

[BuellXB9r_2003]

I've been a fan of Mr Buell since the BattleTwin days (I wrote enquiring about buying a machine and he replied with a very kind note telling me I'd have to purchase one in the US and import it to Canada as he'd didn't have distribution). I still have the letter in my files. I was so impressed he took the time to compose and send the note - that kindness just blew me away.

All these years later, I've been able to buy and resurrect a 2003 XB9R - I consider myself very lucky to finally tuck an example of his thought/philosophy and execution in my garage.

I've really enjoyed and benefitted from the contributions of the Buell ownership community - there is a diehard community locally where I live and online forums like this are really helpful in keeping my machine running. Thanks to you all.