Disappointment seems to be the watchword as local motorcycle enthusiasts absorb the news that Harley-Davidson is discontinuing production of the Buell brand of motorcycles.

(At right: Buell's XB12R "Firebolt")

"Enthusiasts who know and love the brand are disappointed and dismayed it's going away," said Peggy Day, sales manager at Harley-Davidson / Buell of Fresno, the only dealer selling Buell motorcycles in the Valley. "On the other hand, people who aren't familiar with it are excited about the discounts that are available now."

Day said she, too, was disappointed "and a little surprised."

"It's a great motorcycle to ride. It's along the lines of a Ducati, very quick and nimble," Day said.

Buell, which manufactured sport bikes rather than more mainstream cruisers and touring motorcycles, was founded by former HD engineer Erik Buell in 1983. In its 26 years, it produced about 135,000 motorcycles. With that kind of volume, it's best characterized as a niche brand, but one that attracted a loyal and growing following.

"It's been gaining quite a while in popularity, especially after it started winning in the last year and a half on all the tracks," Day said. In September, a little more than a month before HD sounded Buell's death knell, a "privateer" Buell team won the AMA Pro Daytona Sportbike season championship.

In a video posted on his company's Web site, an emotional Erik Buell thanked customers for their loyalty.

"We have built amazing and exciting world-class bikes," he said. "So it is a very emotional time for me right now as I have to announce that the decision has been made that we will no longer be building Buell motorcycles."

"I will always be proud of America's little sport bike company that took on the world ... ," Buell added. "We proved that a small group of passionate and inspired people can compete against industry giants."

Harley-Davidson bought a minority interest in Buell Motorcycles in 1993 and took it over as a wholly owned subsidiary in 1998. HD's announcement about Buell's fate came Oct. 15.

Day said she's not aware of any Buell owner clubs in the Fresno area. "Buell riders tend to be very independent-minded," she said.

A Central Valley Riders club online message board leaves little doubt how many local motorcycle enthusiasts feel about the brand's demise, even if they don't ride a Buell.

"This sucks," wrote "Sprocket," a 42-year-old Fresno biker. "Very sad," wrote another online commenter from Reedley.

And "Jester," a 49-year-old rider from Fresno, hinted that Harley-Davidson is more concerned with peddling its fashion gear than horsepower. "Why sell motorcycles when the same amount of floorspace selling motorclothes makes a higher profit? I saw it comming," he wrote on the message board. "Erik Buell needs to take his genius and passion and find a partner who will back his ideas rather than restrict them."

Day said sales of Buell bikes have been brisk since the announcement a couple of weeks ago because of steep discounts to move out the inventory. Harley-Davidson is providing dealers up to $5,000, depending on the model, as incentive to clear the bikes out of stores.

As of this afternoon, Day said her store has about a dozen Buell motorycles remaining in stock. "Buell is not manufacturing any more," she said, "so what's on the showroom floor is what's available."