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Buell Motorcycle Co. Announces Global Expansion

Buell Motorcycle Co. plans to rejoin global markets, starting with Canada.

Buell Motorcycles, known for high-performance, hand-built superbikes and the highly anticipated Super Cruiser, is throttling forward with expansion into global markets. Japan, France, Spain, Brazil, Canada and Italy have been havens for Buell American Motorcycle’s clubs and superfans for decades. Being void in those markets for over 10 years, Buell announced plans to regrow global distribution into these markets during the next few years, fulfilling customers’ demand to feel the rumble of a Buell Motorcycle. To help accelerate the timelines, Buell opened its communication and phone lines for international distributors and dealers to contact the Michigan factory in addition to opening refundable pre-order deposits for customers to show their indication of interest to buy.

Following the launch of Buell’s Hammerhead 1190 Superbike and announcement of the Super Cruiser prototypes, riders across the globe have been asking when Buell products will be available in their home countries. Buell announced that with the support of the U.S. Small Business Administration and the Michigan Economic Development Corp., Buell has set in motion an experienced internal team to meet its consumers’ needs.

Buell’s desire to expand beyond American borders marks a significant milestone for the company. As part of its global expansion strategy, Buell will soon establish a presence in key countries, offering riders unparalleled access to its diverse range of high-performance American motorcycles.

This year’s focus on global growth will begin with Canada, where riders can expect the same level of innovation, quality and performance that has defined the brand’s founding roots from the beginning. Whether navigating the urban streets or exploring the open road, Buell is prepared to deliver an exhilarating riding experience like no other.

“We are looking forward to delivering high-performance V-twin motorcycles into the Canadian marketplace. The importation of Buell motorcycles into Canada will genuinely increase the recognition that Buell is back,” said Troy Devlin, director of business development at Buell Motorcycle Co.

Buell’s first global expansion will be into Canada during Summer 2024. Timelines for the U.K., European Union and other markets are being planned, with compliance being led by Barbara Kiss, former head of global compliance at General Motors, and Buell Compliance Specialist Emily Reid-Barker.

“We’ve seen a strong demand for Buell’s high-performance motorcycles across the globe,” said Bill Melvin, CEO of Buell Motorcycle Co. “We’re listening, and we’re ready to expand with global distribution. Our energetic and growing team is ready to deliver the rumble of our high-performance V-twin American motorcycles. Riders keep asking, ‘When?’ We want to give them what they want: an iconic American motorcycle with rich history, horsepower and lots of adventure.”

Interested international buyers can place a refundable $25 preorder at Buell’s website to show their interest, receive regular updates and be connected to the earliest international export units available.

Interested international distributors and dealers should contact Buell via the factory phone at +1 (616) 888-8281, or email Buell Director of Business Development Troy Devlin at [email protected].

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