Forty years after becoming an iconic brand, Buell Motorcycles is revving up production in Cascade Township and preparing to introduce two new models, generating more jobs in the process.
WATCH: Buell Motorcycles revving up business in Cascade
Buell Motorcycles revives iconic brand in Michigan with new models and adds jobs
Buell CEO Bill Melvin, passionate about motorcycles, eagerly seized the opportunity to purchase and relaunch the famed brand. “We were able to get the brand back and relaunch Buell in Grand Rapids, Michigan, in 2021,” Melvin said.
The rebirth of Buell benefits from Grand Rapids’ supportive manufacturing environment, including access to skilled engineers and local suppliers.
Buell is gearing up to add the Super Touring and Super Cruiser motorcycles to its lineup. Melvin expressed excitement over witnessing the evolution from concept to construction within the factory, particularly with the test certification bikes soon ready for dispatch. “This one’s exciting, this is one of the test certification bikes that’s going out next week,” he noted.
To accommodate the new models, Buell plans to create 50 jobs within the next six months, plus 50 more over three years, with an average hourly wage exceeding $26. Melvin shared, “As we’ve been ramping up for the super cruiser, we’ve added an amazing team and brought in a lot of great talent here to the factory in Grand Rapids. People are coming from all over the country to join us and be part of the team.”
In May, Buell received a $972,000 grant from the Michigan Economic Development Corporation to support their $18.5 million expansion. Matt McCauley, MEDC Senior VP of Regional Development, emphasized the importance of maximizing American production to benefit the local supply chain network…