Full line of ‘discontinued’ Harley-Davidsons is back with a fresh makeover and fans can buy 3 built-by-hand models

A DISCONTINUED range of motorcycles with a strong link to Harley-Davidson is set for a revival.

Buell, a Harley-owned brand that was discontinued in 2009 when they decided to shut it down as part of a restructuring effort, is back under new ownership.

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Buell motorcycles, pictured here in 2006, roars back with hand-built models and big ambitions to rival Harley-Davidson[/caption]

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Once shut down by Harley-Davidson, the iconic brand returns independently with bold new bikes and a vision for growth[/caption]

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The iconic firm aims to reclaim its legacy and become America’s third-biggest motorcycle brand[/caption]

Led by Bill Melvin of Liquid Asset Partners, Buell is now operating independently of Harley-Davidson, producing hand-built motorcycles in Grand Rapids, Michigan.

Their current lineup includes powerful models like the Hammerhead 1190RX, 1190SX, 1190HCR dirt bike and the 1190 Super Touring.

But it’s the Super Cruiser which is their standout model.

Aiming to compete with major motorcycle brands in the American market, Buell has expanded its facilities and plans for growth.

According to SlashGear, Melvin has invested heavily in the company’s future, including $18.5 million to expand operations, hire more employees and ramp up production.

Buell already exists as a cult favourite among riders and, when the brand shut up shop following the financial crisis, it had a solid fan base thanks to a great range of bikes.

But with Harley-Davidson dealing with a financial crisis of its own – thanks to the recession and a new CEO, Keith Wandell, who didn’t even ride motorcycles – Buell fell by the wayside.

With it, fell America’s only sportbike company at the time.

The company, which was established in 1983 by Erik Buell, a former motorcycle racer and an engineer at Harley-Davidson, was purchased by Harley-Davidson in 1998.

It soon gained recognition for producing high-performance, racing-inspired street motorcycles.

Buell later went his own way after the brand’s discontinuation and launched Erik Buell Racing – focusing on high-performance racing machines.

For Harley, Buell’s rise could prove to be a problem as they plan to compete with its former owners, as well as Indian.

Indeed, Melvin believes Buell can get to third place in the next couple of years and strongly believes Buell can realistically become the third-biggest US motorcycle brand.

END OF AN ERA

Elsewhere, an iconic Harley-Davidson dealership has closed down – but it’s not all bad news for fans.

The owner of the historic outlet on Route 66 in St. Louis has purchased one of its local competitors, merging the two into a single location under a new name.

Doc’s Harley-Davidson, founded in 1955 and located at 930 S. Kirkwood Road, owned by Evan and Dina Schipper, a couple from Indiana who own several Harley dealerships in the Midwest.

And they’ve leveled the playing field with their most recent acquisition – Gateway Harley-Davidson – which was one of Doc’s primary rivals.

Now, the two dealerships have now been combined at Gateway’s former location.

According to Biz Journals, the combined dealership will now operate as St. Louis Harley-Davidson, having opened last Tuesday at the Gateway Harley-Davidson location.