Posted on Saturday, July 25, 2009 - 10:01 am:

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Buell Motorcycle Company Hey everyone. We know our Blast ad has stirred some debate, and rightfully so. We can tell you that the debate among us on whether or not we should do the ad was just as intense. We also want to let you know that the ad is really only a small part of what is a much larger effort at Buell. We’ve been working with the leadership, engineers and especially with Erik Buell himself for the past several months. We are all ready for Buell to take a step forward. We’re still a small company, so it won’t be like flipping a switch – but we decided we need to get started. You’ve already seen some of this come to life with the race efforts…you’ll see more when we officially launch a new brand identity today (look for a new Buell.com to launch somewhere between 9:45 and 10:15 CST). And yes – with it comes a provocative voice in the marketplace. The blast ad is really only one small piece and on Buell.com today, you’ll see a video from Erik Buell explaining exactly why he felt something on that scale was necessary. Building awareness and clarifying what Buell is all about was on the top of every creative brief that we wrote for the ads and it was extremely important for Erik. We worked hand in hand with Erik to be sure that we were staying true to what has always been his vision for Buell motorcycle company. So although change will not come overnight – advertising is something that we can execute quickly and allows us to get the ball rolling. And even though this may seem like a new look and identity for Buell, it’s really not. It’s really a return to what Erik had in mind at the very beginning and a clearer focus on his passion…creating an American sportbike. Check out all the work, read the “Book of Buell” that will be on Buell.com when it goes live today, and let us know what you think. Erik, us & the whole gang at Buell are all very excited about this new focus and for what it will mean for Buell moving forward. Hopefully you are too.

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