Buell Motorcycles are officially back in the UK market after a 15-year hiatus, with a renewed push led by Devon-based importer Rainbow Moto. The announcement marks a major comeback for the American brand, which has begun deliveries of its Hammerhead 1190 superbikes and 1190SX naked bikes to British shores.
Official Importer and New Arrivals
Rainbow Moto, based in Ashburton, Devon, has been confirmed as Buell’s official UK importer. The first shipment of bikes arrived in late May and was showcased during an open weekend event held on June 7–8, attended by Buell’s Western US Regional Manager, Steve Sharkey.
Initial sales will operate under the Motorcycle Single Vehicle Approval (MSVA) scheme, as the models do not yet meet Euro5+ regulations. Despite this, interest remains high, with the first UK-registered bikes expected within weeks.
Classic Buell Performance, Modern Execution
Both the Hammerhead and 1190SX are powered by an 1190cc V-twin engine producing 182.5bhp at 10,600rpm. Built in the USA, the engine is based on Rotax designs but features in-house casting and machining. The models maintain key Buell hallmarks, including fuel-in-frame architecture, a rim-mounted front disc brake, and a lightweight magnesium subframe.
A 12-month manufacturer’s warranty is included, with years two and three covered by Warranty Solutions Group—providing parts, labour, breakdown cover, and up to 50,000 miles of protection when maintained by VAT-registered garages in the UK.
Key Timeline of Buell’s Comeback
- Feb 2023: Buell unveils 175hp Super Cruiser with Roland Sands
- May 2024: US grant supports Buell’s European relaunch
- Feb 2025: Super Cruiser debuts at Daytona Bike Week
- May 2025: Rainbow Moto announced as official UK importer
