Yes, Harley-Davidson discontinued the Buell line of motorcycles. The decision to cease production of Buell motorcycles was announced by Harley-Davidson in October 2009, and the last Buell motorcycles were manufactured in 2010. There were several factors that contributed to this decision:
Financial Considerations: Harley-Davidson was facing significant financial challenges during the global financial crisis of 2008-2009. The company experienced a decline in sales and profitability, leading to a need for restructuring and cost-cutting measures. As part of a strategic review, Harley-Davidson decided to focus its resources on its core brand and core markets.
Market Positioning: Buell motorcycles had a unique design and engineering philosophy, emphasizing sporty and innovative features. However, the Buell brand struggled to gain significant market share and faced challenges in attracting a broader customer base. Harley-Davidson decided to prioritize its efforts on strengthening the Harley-Davidson brand and expanding its market reach.
Brand Consolidation: Harley-Davidson aimed to streamline its operations and consolidate its resources under the Harley-Davidson brand. By focusing on its main brand, the company sought to strengthen its identity and capitalize on its heritage and loyal customer base.
Product Portfolio Rationalization: Harley-Davidson conducted a review of its product portfolio to prioritize investments and streamline its offerings. As a result, the decision was made to discontinue the Buell line and reallocate resources to Harley-Davidson motorcycles.
While the decision to end the Buell line was primarily driven by financial and strategic considerations, it was met with disappointment by some enthusiasts who appreciated the unique design and performance characteristics of Buell motorcycles. However, Harley-Davidson continues to innovate and produce motorcycles under its own brand name, focusing on the cruiser and touring segments.