In recent years, Buell had strayed from its performance roots. Now, the company set out to re-launch itself in a market where it was already an outsider.

Buell wanted the book to be a tangible example of their ruthless approach to engineering sportbikes and their new stance on those who ride them.

Whether they rode a Buell or not, sport bike enthusiasts couldn’t help but agree with Buell. In fact, many of the brand’s biggest detractors became fans overnight.