Why Buells Don't Sell

[mrdozer2you]

Ok, from my experiences here in Detroit this is basically what I have come up with.

1. Buells are sold specifically through Harley Dealerships. Most dealers that I have been to, the sales people know little to nothing about them. You ask and they point and say "They're over there"

***solution***
Sell them through Sportbike dealerships. Period. And when I say Sportbike I mean high end Dealers, ie. Ducati, Aprilla, Triumph etc. Because thats what they are, they wouldn't sell at a Jap bike dealer simply for the fact that most younger people who ride sportbikes dont want to spend the cash, and are only concerned about top speed. ( but they would probably sell better than at an HD dealer)

2. The Bikes are sold in an "it is what it is" fashion. Meaning, you get what they offer and thats it.

***solution***
You should be able to pick and choose the options and features YOU want. They are marketed as high end bikes and should be treated as such. ( you buy a high end car and you pick the features YOU want )
*Example, you want an xb12 Firebolt in Red, it is only offered in Black or Yellow, if you want Red you have to get the xb9, or pay an outrageous charge to have it switched. Why not sell the bikes fairingless? Pick the color when you purchase it. This could also be done with seats, lights, mirrors, exhausts, wheels, etc. This would help make the bikes more appealing whilst saving Buell money, ie, stocking aftermarket parts!! Obviously they would need a couple "complete bikes" on the showroom floor, similar to an auto dealer.

3. Update and improve the Buell website

***solution***
I'm not saying that the site is bad, don't get me wrong. But if you were to implement the solution to the problem above then you are opening a whole new world of sales opportunity. Think about it. You go to a dealership for a test ride, decide what model you like. Then either at the dealer or at home on your computer you could build the exact bike YOU want! The color, options and everything. They could ship the bike directly to your home, or local dealer. ( obviously the payment method has been arranged ) Lets face it, we live in an on demand world. Most of us who have purchased one of these bikes have done our homework/research, we know what we want, give it to us.

I have more ideas but just decided to start with a few and see the response. Buell is a great company and they build awesome bikes. I just wish that their sales would show that. They have all the capabilities of becoming a powerhouse in the world of sportbikes, but they need to make some changes.
I'm not saying that my suggestions are perfect solutions, but I think that they are a step in the right direction.

 

[BuellPartsGuy]

Preach on man. I totally agree with you and I work at a dealer. Hardly another person here at my knows anything about them. I have seen the lack of knowledge about them scare away many possible sales.

 

[2Evil4U]

My $.02. **Feel free to disregard this post in its entirety. I just gave blood and am enjoying the buzz...)**

#1. Part of the allure of the Euro-super bikes is their advanced technology. A duck dealer would stock Buells about as fast as a Caddy dealer would stock John Deeres. And if the HD dealers are ambivalent about the Buells, at least there is some kinship of parts between the two. I'd doubt the dealer experience at a Euro-bike shop would be even equal to a low end HD experience.

#2 I like this idea, although I don't understand how engineering, fabricating dies for, building and stocking a bunch of available one-off parts that might be ordered by only 1 of the nineteen people who bought Buells that day could save a company money. Part of the Buell charm to me is customizing it to make it mine. If I waned to be individual just like everybody else, I'd buy a Scion.

#3 Not a bad idea. Maybe something they could hook up through the dealership instead of totally WWW, though.

I love my Uly. I ride it effectively every day. It just keeps getting better as I put miles on it. It is, however, a super niche oddball based around 100+ year old drivetrain technology. I can think of no circumstances under which these bikes could be mainstreamed. (And personally, I don't want them to be.)

Vive la difference![up]

 

[hottoddy69]

Good post !!

I await other ppl's ideas / comments on this subject. [up]

 

[ajax68]

I am working on getting a few buell guys together and get a network/club started. That would help move these bike, having more exposure. Another person would like to start a sportbike club and invite everyone to the party. I thought we could maybe get the backing from the local HD dealer to hold a course at there facility. The HD croud is the HD croud and no other bike exists or is as good in there eyes, its time to open them to the posibility of long term marketing. I hope I will always have my Buell, but age may set in and I will get rid of my sporty bikes for what? Probley a HD. And what will the 600RR rider get, maybe a goldwing, who knows. If the HD community could just open up just a little they will move more bikes, buells included.

 

[flyboy]

You hit the nail on the head,but here in stillwater and tulsa they have a diehard buell junkie for a salesman but you can tell they stand alone in the shop.as for me,I"m going from crusers to sport bikes and wondering what took me so long,I love the my buell now.

 

[crashbuell]

This thread has shed some light on a fact, that until now, I didn't realize. These bikes bring us together because we are tinkerers by nature. All of us Buell folks. These bikes allow us the luxury of ease of customization. Think about it, how easy is it to modify a bike that's already loaded with trick hardware and full farings? The Buells, as they come, are a clean sheet of canvas to paint as we will. The common demonimator here isn't the bikes guys....it's us.[cool]

 

[mrdozer2you]

Absolutely. I agree with you guys. But still, I think that because people view Buell's as custom bikes they assume that they will have to do the modding themselves. That probably scares some potential buyers off! Lets face it, not everybody knows there way around a garage. If it were easier to buy a "custom" sportbike more people would. You can go to a Victory dealership and buy the exact bike you want. You can buy a Harley and get all the extras you want put on before you pick it up. Any chopper shop will do the same!! Why are sportbikes not doing this?? Buell could start a trend here. exapmle: they could offer a stage 1, stage 2, stage 3 upgrade. Starting off simple and getting more complex as they go on. Aftermarket sales is a multi-million dollar industry, they would be silly not to tap into this.

I'm totally in the wrong business field !!!

 

[Das Bolt]

You make some great points. Buell marketing does suck,Harley riders dont want sport bikes and sport riders dont think about H.D/Buell dealerships.Alot of the people I talk to look at my bike almost like an urban ledgend,they knew a guy who talked to someone who saw one once.It is kinda cool being exclusive though.Also,all the money Harley makes why can't they put some into engine R/D?

 

[mrdozer2you]

I think thats where ALL their money goes. Buell has made huge improvements over the years all due to their R&D team [up] They need to spend a bit more in markets where Buells dont sell. I saw my first Buell at a motorcycle show about a year ago. My friend was running it, and told me I should come and have a look. Every manufacturer was there, I stopped by the Buell area, grabbed a brochure, and fell in love. I kenw they existed, but never got the chance to see one. Never saw an advertisement, dealer, radio, nothing. I didn't even know where they were sold!! Im sure in areas where the bikes are more popular they spend more, but by me very little if any.

 

[Das Bolt]

I guess compared to a standard Harley motor Buells are the cutting edge,but is a six speed gear box and liquid cooling really too much to ask?I mean a Ducati 999 puts out about 130hp@10,000rpm and it only displaces 998cc.Don't get me wrong I'm all for buy American but if they want my money they gotta work for it.And yeah, I know the price difference between Ducati and a Buell,but how about a Duc. and a softtail? Instead of paying for chrome and paint paying for engine and suspention upgrades right from the dealer.There are catalogs full of h/d parts and what's Buell got? Half a page in Dennis Kirk and some German website that's not even translated.That's an exageration but you see my point.I can find a dozen good Harley shops 20 min. from my house prob.50 jap. shops,and the only place that will work on my bike is 45min.away.Sorry if I sound bitter I just think they should put more in if they want the brand to grow.In fairness though they do have an actual factory race bike at least...It's a start I guess.

 

[midlifecrisis]

I've always been a Harley guy yet I appreciate all bikes. It's not what you ride...just ride man. Now I made the switch to a sportbike (06 XB12R) and it's hilarious of how many "harley riders" have flipped me the bird when I wave in passing. That they'll never see things like I do as far as the ... just ride philosophy I just have to live with, but I'm in essence riding a Sportster after all (girls bike?). Buell just has to keep hammering away and people will see the light eventually, I did. I've posted here before that the European mags seem to think quite highly of the bikes from East Troy so it's only a matter of time. Buells are fantastic bikes and in the end it WILL come through. For now let's all just enjoy the fact that we ride the best real streetbikes made and they are AMERICAN MADE!

 

[buellxb]

I think we should chat about Buells on other motorcycle forums. Everyone knows about Honda CBRs, GSXRs, and Ninjas. I've met tons of people that didn't know the first thing about Buell. Join other forums and discuss Buells to increase awareness and build aftermarket support.

 

[hottoddy69]

buellxb , give us some links to the " other motorcycle forums " that you are thinking about.

 

[buellxb]

Here's a few to start with...

www.cbrforum.com

www.gsxr.com

http://www.kawasakimotorcycle.org/forum/index.php

 

[JSW07]

The dealership I bought my XB from was fantastic! You guys are right though, MOST ppl in the dealership don't know much about them...BUT, just so happens my salesman owned one himself AND the parts guy owns one which he drives to work everyday and as an added bonus, my dealership supports a race bike (a Buell of course) so they are supplied with all the appropriate tuning tools since their race bike is tuned right at the dealership. I don't mean to be annoying but, my dealership happens to be the #1 Harley dealer in Canada!
One thing thats cool though is that not just anyone can sell Buell, Harley picks the dealers that are allowed to sell them...thats pretty cool!

 

[mrdozer2you]

One thing thats cool though is that not just anyone can sell Buell

Ok, not to be rude but thats totally wrong. ANY HD dealership that wants to pony up the cash can carry Buell. HD dealers are independently owned and operated. Im sure that it's not that much different from my business. I'm an independent Paint dealer and I can sell any products I like. In order for me to become a "dealer" of a particular product, I have to carry a certain amount of their product line, this = $$$. So basically any HD dealer can carry Buell, anyone that wants to spend the $$$ that is.

 

[JSW07]

Sorry mrdozer2you, I did not take your comment as rude at all, but, you are incorrect, as far as Canada goes anyways! Not any HD dealer can carry Buell. The reason I know this, there is two HD dealers in my city and one carry's Buell and the other dosen't, so I asked, they said that HD selects which dealers sell them.

 

[buellxb]

Yeah, It might be different in Canada and other countries. I know that HD does a lot to protect dealers in Europe for example. They limit the amount of franchises in certain countries and they prohibit the export of HD or Buell motorcycles from the USA unless it's a used, one time sale by an individual.

Does anyone know what a Buell franchise costs in the US? I called Buell directly a few months ago because I was interested and they told me $1mil. I thought that sounded like a bit much and to even of a number. They might have just said that to scare off people that aren't totally serious. Anyone know?

 

[mrdozer2you]

I dont think its so much the cost as they want HD dealers to carry them. I dont think they put a dollar amount on it, its probably more of an inventory issue. Example: to be a full dealer you need to already sell HD and stock 10 bikes and $100k in parts and accessories. Probably similar to my business, depending on the company I would need to stock "X" amount of gallons in "X" different product lines, in order to carry their products. Also I would have to be a minimum distance from the next closest dealer.