“Quick, Dark, And Low” – EBR Hint At 2017 And 2018 Models!

Buell Motorcycles 2017: Will New Models Arrive?

Updated August 14, 2018

Erik Buell Racing has a hard time over the last few years, but finally – if reports are to be believed – things are finally looking up. We’ve heard similar positive statements from America’s favorite shipwreck of a company, but it seems like their new direction is a positive one. We haven’t heard a peep from EBR over the last few months, but thanks to a recent post on social media, we’ve got an idea of the next step of their adventure. Here’s a few excerpts from their Facebook press release:

Buell Motorcycles 2017 1

More Buell Motorcycles 2017: Are Models Coming?

Bill Melvin, the new EBR boss was quoted saying: “Our dealers have made really nice progress building our base for 2017 to launch this week.” The rest of the press release continued on explaining that how they’ve tried their best to get their production lines moving, and improving their supplier relationships:

“Our quality is continuously improving, our supplier relationships established, and now we are looking towards the future.

“This fall we have something ‘Quick, Dark, and Low’ in the works that should be exciting for urban street riders, and we are making real progress on expanding the range of models of the 1190 platform, as well as developing and delivering accessories that our EBR riders want. There is a bright future for EBR, and as part of that work is proceeding on a sub-$10k platform for 2018.”

Buell Motorcycles 2017 2

The word on the street is that EBR’s self-styled “Quick, Dark, and Low” platform will take more than a pinch of inspiration from the Ducati Diavel, which isn’t a completely terrible idea. A sports focused cruiser that could appeal to a broader audience is exactly what Buell could do with. However, despite the Melvin Brothers take over, injecting enough cash to build a brand new engine might be a tall order. The Melvin Brothers know a thing or two about business, and they’ve got deep enough pockets, but for the time being we reckon the new sports cruiser will be based around the existing 1190 power plant.

We’ll no doubt see a few concept prototypes over the next six months, and its exciting stuff. However, the really odd news is the below $10k price tag that EBR are aiming for. This probably won’t be the sports cruiser, but what could it mean? Because whatever it is, it would have to be something special to tempt riders away from already existing bike platforms in that price bracket – the FZ-09, for example. Even at a figure somewhere around the $7k or $8k margin, EBR have been through such a rough spell that it might take more than a low price tag for consumers to have enough confidence in the brand.

That being said, Buell have got plans to release their 2017 1190 RX and 1190 SX into the showrooms this week, so they’ve successfully managed to steady their ship. And now we’ve got all of this talk of future models… It really does seem like their on the road recovery. This is a familiar story though, so we’ll have to wait and see… Will Erik Buell Racing make a full recovery? Our fingers have always been crossed for the brand – let’s hope they make this one stick though!


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Joe Appleton
About Joe Appleton

I’ve done a bit of work here and there in the industry – I’ve even ridden a few bikes for actual money but what it comes down to is this: I ride bikes, build bikes and occasionally crash ‘em too. I like what I like but that certainly doesn’t make my opinion any more valid than yours…

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