Erik Buell is well known for his former company, Buell Motorcycle Company. Buell has now created a new motorcycle company called Fuell. The new electric motorcycle company appears to be a play on the Buell name.
According to Fuell’s website, they’ll be “creating emotion and freedom through innovation.” They plan to create urban-friendly motorcycles. The bikes will, according to them, “[bring] back the pleasure of city riding.”
The History of Buell in Motorcycles
Erik Buell created the Buell Motorcycle Company in 1983. As a motorcycle racer, Buell started the company to create racing motorcycles. Buell Motorcycle Company was later acquired by Buell’s former employer and motorcycle powerhouse brand, Harley-Davidson. In 2009, Harley-Davidson shut down the Buell brand.
Following the shutdown, Buell created a new company. He formed Erik Buell Racing (EBR). Going back to his roots, the company focused on racing motorcycles. That company had mixed success, and according to MCN, eventually filed for bankruptcy in 2015. EBR was acquired in a liquidation auction. The new owner, as reported by the Milwaukee Journal Sentinel, says he’ll “keep it boutique and high performance driven.”
The Origins of Fuell
Buell, the CTO of Fuell, will be joined by two new partners. First is Frédéric Vasseur, a French engineer. He is an award-winning racing team manager. Vasseur is the CEO of Sauber Motorsport AG.
The other partner, Francois-Xavier Terny, will serve as CEO of Fuell. According to Bloomberg, Terny is CEO at Vanguard Moto, Inc. and a partner at his own consulting firm, Masaï.
Buell, Vasseur, and Terry describe Fuell’s vision as “[putting] freedom and emotion back into urban travel.” They want to offer rider “something different, innovative, upgradeable and attractive.”
The Motorcycles of Fuell
Fuell plans to start by offering two motorcycles. Both models are electric and aspire to increase “urban mobility.” They hope to increase accessibility to their bikes by keeping prices competitive. Fuell plans to also keep upgradeability, security, and connectivity in mind.
The Fuell Flow
The first model available from Fuell is the Flow. It will be an electric bike with two versions. The first is 11kW. That is the equivalent of a 125cc gasoline engine. The other is a more powerful 35kW that will require a traditional motorcycle license. The Flow starts at $10,995 and will be available in early 2021.
The Fuell Fluid
The second model is more of a traditional electric bicycle. This model features 1kW of power that can deliver a 125-mile range. The Fluid starts at $3,295 and will be available later this year.
This model also has two versions. One version has a top speed of 20mph, and the other tops out at 28mph. Depending on your state’s helmet law, the faster version may require a helmet and/or insurance.
Response to Fuell
Fuell’s offering joins a number of other 2019 entrants to the electric motorcycle market. Their offerings are cheaper than most. They also are helped by having motorcycling veterans as founding partners.
The reception for the motorcycle has been generally positive so far. Motorcyclist reported, “Fuell has a well-functioning, enthusiastic, and experienced team. It’s a good foot to start on.”
The Fuell announcement also comes shortly after the debut of the Harley-Davidson LiveWire. As Forbes said, Buell “strangely seems to shadow Harley once again.”
What do you think of the new offerings from Erik Buell’s new electric motorcycle company? Does Buell have any added power thanks to his previous motorcycle companies? Does Fuell have a chance to make a splash in the electric motorcycle niche? Let us know your thoughts in the comments.
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