The new Buell SuperTouring 1190 motorcycle debuted this past weekend at the Daytona Bike Week, but you would never know it from the American brand. Save for one video on Instagram, the machine is virtually non-existent from Buell’s marketing channels.

The lack of a coordinated product launch live at an event and also virtually online can perhaps be forgiven from a small company with limited resources, but that same forgiveness shouldn’t apply to the motorcycle itself.

“A lack of resources” is perhaps the best way to describe the new Buell SuperTouring 1190, as the bike shown in Daytona is generously a bit rough around the edges, and not what you would expect from a serious player in the motorcycle industry.