Buell Motorcycles to be Discontinued and MV Agusta Sold Off as Harley Davidson Income Falls

Harley Davidson’s earnings just came in and third-quarter net income dropped 84%.

The company plans to discontinue its Buell product line and sell its MV Agusta unit, essentially exiting the sport bike market.

“The fact is we must focus both our effort and our investment on the Harley-Davidson brand, as we believe this provides an optimal path to sustained, meaningful long-term growth,” CEO Keith Wandell said in the release.

Buell motorcycles will be discontinued, resulting in the loss of 180 jobs over time and MV Agusta will be sold. The troubles are substantial and the work necessary to rebuild is enormous.

Sad days.