Brand Tone

Rebellious & Unapologetic, Performance-Driven & Innovative, Confident & Proudly American, Resilient & Forward-Looking, Enthusiast-Focused & Community-Oriented

Brand Values

• •Innovation
• •Performance
• •American Heritage & Craftsmanship
• •Individuality & Non-Conformity
• •Resilience & Determination
• •Rider Experience

Best Practices

• •Embrace the "American Rebel" Persona: Use strong, confident, and slightly defiant language. Don't be afraid to challenge conventions. Highlight the "Made in USA" aspect with pride.
• •Focus on Performance and Innovation: Consistently weave in mentions of specific engineering feats (ET-V2 engine, Fuel-in-Frame, ZTL brakes), horsepower, torque, and the resulting thrilling ride. Use active and dynamic verbs.
• •Speak to the Enthusiast: Address the reader as a knowledgeable rider who values individuality and a unique experience. Build a sense of community and belonging to the "Buell Nation."
• •Maintain Visual-Verbal Cohesion: Ensure the aggressive and performance-oriented imagery on the website and social media is mirrored by equally powerful and evocative language in the copy.
• •Acknowledge Heritage, Drive the Future: Reference Buell's innovative past and Erik Buell's vision but always steer the narrative towards the brand's current strength, new models, and future ambitions. Emphasize the "comeback" and "new chapter" narrative.

Social Perception

Iconic & Cult Following, Resurrected & Evolving, American Performance Alternative, Innovative but Historically Troubled, Excitement & Skepticism

Copy Examples

• •Headline: UNAPOLOGETICALLY AMERICAN. UNMISTAKABLY BUELL. Body: We didn't just return. We reloaded. The new lineup is engineered in America’s heartland, for riders who demand raw power and a ride that answers to no one. This isn't your polite, everyday bike. This is a Buell. Feel the difference. Call to Action: Discover the New Breed. [Link]
• •Headline: PERFORMANCE ISN'T JUST A SPEC. IT'S OUR SIGNATURE. Body: 185 horsepower. Fuel-in-Frame innovation. Zero Torsional Load™ brakes. For decades, Buell has been synonymous with pushing engineering boundaries. The tradition continues, fiercer than ever. Experience the pinnacle of American V-Twin performance. Call to Action: Explore Our Engineering. [Link]
• •Headline: SOME FOLLOW THE ROAD. OTHERS DEFINE IT. WELCOME BACK TO BUELL. Body: They said American superbikes couldn't lead the pack. They were wrong. Buell is back, building on a legacy of rebellion and innovation. From the aggressive lines of the Hammerhead to the genre-bending Super Cruiser, we’re crafting machines for the untamed spirit. Call to Action: Join the Rebellion. Pre-Order Yours. [Link]
• •Headline: BORN IN THE USA. BUILT TO THRILL THE WORLD. Body: More than just a motorcycle, it’s a statement. Every Buell is hand-built with pride in Grand Rapids, Michigan, carrying forward a legacy of American ingenuity and a relentless pursuit of the ultimate riding experience. This is where innovation meets the open road. Call to Action: Find a Dealer & Unleash a Buell. [Link]
• •Headline: THE LEGEND IS REBORN. THE RIDE IS MORE FEROCIOUS THAN EVER. Body: Forget what you thought you knew. Buell is charting a new course, fueled by raw American V-Twin power and a commitment to building bikes that ignite your soul. The future of American performance is here. Are you ready? Call to Action: Experience the Hammerhead 1190. [Link]