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Nov 3, 2006

Buell Discontinues BRAG Owner Group

According to a memo to dealers, Buell is discontinuing the BRAG owner's club, as follows:

November 2, 2006

To: All U.S. Buell Dealers, AROs and SRLs

Subject: BRAG to be discontinued; membership benefits open up to ALL Buell owners

Dear Buell Dealer:

Since the club's formation, members of the Buell Riders Adventure Group™ (BRAG) have been some of Buell Motorcycle Company's biggest fans and some of our very best mutual customers. Based on the feedback we've received from them and from you, we're making significant changes to BRAG. Specifically, we are phasing out the BRAG membership program, including clubs. This means, effective immediately, we will no longer take membership applications or renewals for membership.

Beginning in November 2006, we will be rolling out a more comprehensive (and we believe better) approach to our interactions with owners. These interactions will primarily take place through and plans for expanded event presence. Most importantly, we're opening things up to all Buell owners.

More specifics will be announced over the next few months; until then, here's an overview of the changes:

A new "Owners" section of is being created. This section will be THE destination to find information about local Buell owner clubs and events, as well as the place to communicate with other Buell owners. Look for these enhancements in early 2007.

FUELL® magazine will continue, and be available at no cost to Buell owners who reside in the United States. Owners simply need to go to the Owners section of and update their online profile to receive FUELL in 2007. If they do not have an online profile, they must create one in order to receive (or to keep receiving) this magazine.

The annual Buell Homecoming will continue and will be open to all Buell owners. It is tentatively planned for June 2007.

We will continue to offer special hospitality for Buell owners at races, rallies and International Motorcycle Shows. In fact, our offerings will be enhanced. Look for more details in the near future.

Some previous BRAG member benefits (e.g., Shipping, Roadside Assistance Program, Travel Insurance) will be available to all Buell owners, for a fee and where applicable.

Local gatherings of Buell riders, such as the Wicked Twisty tours, will continue to be promoted via FUELL and, starting in 2007, at the Owners section of
Existing BRAG clubs are encouraged to continue; however, those with "BRAG" in the title will need to adopt new names. In addition, each dealer will be responsible for obtaining insurance of their club and/or dealer-sponsored events.

Attached is a list of Frequently Asked Questions and answers so that you are prepared to answer questions Buell owners may have over the next few weeks. These FAQs will also be prominently posted on

The bottom line is that we are improving the privileges and ownership experience for all Buell owners more than ever before. And we're giving you the flexibility to engage sport bike customers the best way you see fit in your market.

We hope you're as excited about these forthcoming changes as we are! More information will be coming in future issues of FUELL magazine and at Hang on; it's going to be an exciting ride!

If you have specific questions about BRAG please call BRAG at 888.432.BRAG. Your SPOC representative can assist with all non-BRAG related inquires.

Best of Roads Ahead,

Jon Flickinger,
President and Chief Operating Officer


Erik Buell,
Founder and Chief Technical Officer
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