I would respectfully disagree with the statement that buell wasnt making money. It wasnt making money on the scale of the sportster, etc.. but they made money from day ONE. In fact when harley first starting selling buells the sales exceeded their expectations by 100 times!!
It all came down to the new brass up top and the fact that the new CEO stated from day one in office that he disliked buell and didnt see the point of having a racing brand in Harleys line-up... Its all been well documented and in fact cycle world had a BIG write-up on buell when harley killed it, showing all the numbers.
And i could argue that the reason the sales didnt go higher is for two reasons,
1: Harley was to restrictive on buell and wouldnt let Erik do what he wanted with it. Essentially they held them back and tryed to keep them outdated like harley is so well known for...
2: They offered ZERO support to the very brand they bought and sold!! How can you sell a bike and ONLY have 3 dealers in the ENTIRE metroplex, including denton service them when EVERY dealer is required(by Harley) to have a service dept. and service every other model... Even then, the techs at those dealerships that actually serviced them didnt know anything about Buells, and more times than not screwed something up. I owned many Buells and went through the BS that Harley did. Thats why i am proud to work on Buells at my shop.
Oh and dont even get me started on the way they killed Buell... They took bikes that were worth good money and caused a frenzy of selling for pennies on the dollar. Thats a really ****** way to treat someone who bought a $10k+ bike 6 months before that for awhile wouldnt sell for half that...
Just making money often isn't enough, its about ROE and I'd bet that Buell was not returning near what HD was on the same expendature. Of course, you can only shake your head at some of the financial moves they've made over the years.