- Series production to commence following EPA and CARB approval
- 172.6 hp (approx. 127 kW) from a 1190 cc V-twin engine
- First UK delivery very limited and without ABS
After a long period of uncertainty, Buell is making a concrete comeback. The Super Cruiser, which was unveiled as a concept at the beginning of 2023, is now actually being delivered to customers. The decisive factor for this was the final approval by the US Environmental Protection Agency (EPA) and the California Air Resources Board (CARB), which is considered particularly demanding.
Ready for series production after a long start-up period
The delays in the market launch are primarily due to the complex exhaust emissions approvals. Without approval from the EPA and CARB, sales in the USA are not possible. Only after these approvals were granted could Buell begin delivery.
Buell CEO Bill Melvin describes the step as an important milestone for the company:
“It’s exciting to be delivering the bikes to customers.”
He adds:
“It has been a journey to rebuild Buell to this stage of production, and now customers can take their own journey on the Super Cruiser.”
Technology and concept of the Super Cruiser
At the heart of the Super Cruiser is a 1190 cc V-twin engine. The power output is stated as 172.6 hp, which corresponds to around 127 kW. Further technical details such as chassis data or weight specifications were not mentioned in this context.
According to the manufacturer, each motorcycle is hand-assembled in Grand Rapids, Michigan. Small-scale production underlines the model’s handcrafted character, but also means limited availability.
First delivery to the UK
Parallel to the start of US deliveries, it was confirmed that a small series will also be coming to the UK. Eight to nine motorcycles are expected to arrive there from the end of February 2026. These are subject to British Motorcycle Single Vehicle Approval regulations, which require individual approval.
The price for the UK market is £27,750 including VAT. This is equivalent to approximately €32,500 or around US$35,500. The first vehicles will be delivered without ABS. According to the UK importer Rainbow Moto, an ABS system is currently being developed in collaboration with Bosch and Continental and should be available at a later date.
Sales and service network
In the US, Buell relies on a direct sales model. Customers order their motorcycles directly from the manufacturer, and delivery is also made without going through traditional dealers. More than 80 authorized service centers are currently available for maintenance and service. This network is expected to grow to around 120 locations by 2026.
In the UK, the dealer structure is significantly smaller. In addition to the existing Rainbow Moto location, there are two other dealers operating in England. A move to larger premises in Plymouth is also planned for early 2026. The new location is expected to be about three times the size of the current store.
A cautious relaunch with limited numbers
With deliveries now underway, the Super Cruiser has reached a decisive point in Buell’s turbulent history. It remains to be seen whether the model will contribute to stabilizing the brand in the long term. What is certain, however, is that the Super Cruiser is no longer just a concept, but is now hitting the roads as a production motorcycle—initially in very limited quantities and only in certain markets.
