The Hammerhead 1190 and the New Buell Motorcycle Co.

The Buell Motorcycle Co.’s comeback is ready to begin, with the revived brand announcing production of the new 2022 Hammerhead 1190 superbike set to begin on Nov. 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 further on Oct. 21.

Within the announcement, Buell teased some new engines and new models, including new dirt, touring and, somewhat ironically, cruiser models. The company has already offered a glimpse of some of these new models, including an ADV called the 1190 Super Touring (pictured below) and the 1190HCR, a hill climb racer with the 1190cc ET-V2 engine in a dirt bike package.

The Buell 1190 Super Touring

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

While the Buell press release (included below) was sparse on further details about new mdoels, we’ve uncovered some information that sheds some light on the brand’s rebirth, including what might be its new logo:

New Buell Motorcycle Co. logo

Buell’s current owner, Liquid Performance, filed a trademark application with the U.S. Patent and Trademark Office last week for this logo, which incorporates a new take on the Pegasus motif employed by the original Buell Motorcycle Company and Erik Buell Racing. The new logo has a more classical take on the Pegasus within a shield, a design element last used by Buell before its original demise under the ownership of Harley-Davidson.

The new logo makes a lot of sense when you consider Liquid Performance will be operating 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 a part of the rebranding.

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

A new Blast would be a logical step in any Buell revival, with the company announcing earlier this year it would expand to offer medium and small-displacement models. Buell has also already hinted at the Baja name for a future adventure bike based on the 1190HCR. Supercruiser is a relatively plain-sounding name, but then, you could say the same about the planned Super Touring model.

Liquid Performance also filed to trademark four names that appear to be related: Mule, Muell, Mini Muell, and Muellysses. All four names are a play on the Buell name and the word mule, with Muellysses an obvious reference to the Buell Ulysses XB12XT adventure-tourer. The name “Mule” suggests a utilitarian model, but it may be treading to closely to the similarly named Kawasaki UTV, and the USPTO has already flagged that as a potential hiccup. “Muell” and “Mini Muell” may be alternative names in an attempt to get around that problem, but they too are facing resistance, with the USPTO citing similarities to trademarks for a clothing brand called “MUÉL”. Only Muellysses has passed the USPTO’s scrutineers, but Liquid Performance may still respond to the USPTO’s objections.

2008 Buell Ulysses XB12XT

These potential model names and the new logo offer a hint of what to come from the reborn Buell Motorcycle Co.

Begin Press Release:

Buell® to Start Hammerhead Production & Online Reservations Nov. 1, 2021

Grand Rapids, Mich. – Buell Motorcycle Co. announces the legendary Buell Hammerhead 1190 is going into production and taking reservations beginning November 1, so get in line.

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

“When we said Buell is Back, we meant it,” said Bill Melvin, CEO of Buell Motorcycle Co. “We have former executives from Buell, General Motors, Lotus Engineering, Toyota, and Bombardier Recreational Products ensuring we are manufacturing and developing the highest quality products. Now we are putting the finishing touches on our factory and kicking off production of the Best American Superbike on November 1, the Buell Hammerhead 1190. Buell is Back!”

The Buell Hammerhead 1190 will have a Grand Rapids, Michigan built and proven 185-horsepower high-performance 72-degree V-Twin engine with 13.4:1 compression, sporting EFI with 4 injectors and exerting 101.6ft-lbs of torque. Buell’s unique chassis and braking system is the key to its success on the racetrack and on the road. The Hammerhead has a specialized aluminum Fuel in Frame design which provides strength, lower center of gravity, and added balance unmatched against the competition. Buell’s unique single perimeter front braking system reduces the unsprung weight to allow the rider unsurpassed performance and feel during turns. 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 riders and dealers alike. Reservations will begin online November 1, while Buell plans to outline details on October 21. This novel and industry disrupting system will provide the best delivery and service experience for Buell riders, while giving dealers all the advantages in a modern technology & post-COVID world.

“When we announced that our future models will include variants for dirt, touring, and cruisers, while expanding our engine lineup, we were blown away at the rider response,” said Steve Laham, Chief Products, Development & Strategy Officer at Buell Motorcycle Co. “I knew Buell was a beloved brand, and now riders are pulling for us! With the Hammerhead going into production, innovative technology and products in our pipeline, and our online reservation system changing the industry, we’re lean, mean and on the move!”

With the return of the Hammerhead 1190 and the new and revolutionary Buellvana® online reservations system, Buell is back and racing to the future!

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