Buell’s Future No Longer Uncertain

Last month, I wrote an article claiming that Buell’s future was uncertain, as a signifigant number of Harley-Davidson execs were leading a charge to eliminate the brand from the MoCo’s line-up.

Writing that story made me very unpopular in the Buell world for a few days.

Today, it became public knowledge that Buell is, indeed, on the chopping block.  Harley Davidson is discontinuing the brand and shutting down Buell’s operations.

It’s a sad day, I think, to see a company that had so much promise destroyed by the squandering of the opportunities it presented.

Author: Dale Franks

Dale Franks is the former host of The Business Day, ”a daily, four-hour business and financial news program on KMNY Radio in Los Angeles. From 2002-2004, he was a contributor on military and international affairs for TechCentralStation.com. Currently, he a publisher and editor of the monthly political journal The New Libertarian, as well as an editor of the popular web log, Q and O. Dale served as a military police officer in the United States Air Force from 1984 to 1993, in variety of assignments both in the United States and Europe, where he also was assigned to the staff of the Headquarters of Allied Forces Central Europe. In addition to broadcasting, writing, and speaking on various topics, Dale has also been a long-time technical training instructor on a variety of computer software and technology subjects. Dale has also long been involved with information technology as an accomplished web designer, programmer, and technologist, serving as the corporate knowledge specialist for Microsoft Outlook at SAIC, the nation's largest employee-owned corporation. Additionally, he is the author of a number of software user guides used for classroom training by one of Southern California’'s premier computer training and consulting firms. His book, SLACKERNOMICS: Basic Economics for People Who Find Economics Boring, is available from Barnes & Noble.

2 thoughts on “Buell’s Future No Longer Uncertain”

  1. I fail to see how it is a good business decision to discontinue the brand rather than attempt to sell it. The 10 year Rotax contract was bought out at significant expense to HDI. It will be interesting to see if any of the Buell innovations, patents, or tooling will be bundled with the sale of MV Agusta.

  2. The 10 year Rotax contract was bought out at significant expense to HDI.

    Not really.  It’s a charge-off, so they’ll just deduct it from their tax bill.  Won’t cost them a dime.  Selling it would mean more revenue, on which taxes would have to be paid.

    Pretty easy decision, actually.

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