Can't Catch A Break: EBR Announces Its Closure (Again)
The continuing saga of EBR and Erik Buell should be a TV mini-series
Here we go again. The wild ride that is Erik Buell Racing has announced that it is headed for another precipice. Will this be the one that finally, completely wipes the letters E, B, and R from the motorcycling landscape? Who knows, but we’re running out of fingers and toes to count the number of near-death experiences our favorite beleaguered motorcycle company has endured. What little we do know is contained in the press release below.
Here is our take on a few select quotes:
EBR will continue to review strategic alternatives with interested investors regarding production operations.
Translation: We’re not (completely) dead yet.
The combination of slow sales and industry announcements of other major OEM brands closing or cutting production only magnified the challenges faced by EBR.
Translation: If Polaris, with its deep pockets, couldn’t make a plucky motorcycle brand work, investors are skittish, thinking that nobody can.
To read the saga of EBR in serial form, check out the links below.
Begin Press Release:
EAST TROY, WI – EBR Motorcycles, LLC (“EBR”) located in East Troy, Wisconsin will begin a wind down of production operations commencing next week. EBR will continue to honor warranties and provide technical and parts support to current dealers and riders who bought motorcycles manufactured by EBR. EBR will continue to review strategic alternatives with interested investors regarding production operations.
The decision was a tough one for EBR as it has been solely focused on the growth and building EBR for success. The team at EBR has worked tirelessly making every effort to build the company. There is no fault on any of the team at EBR for this decision. They and their families have our deepest gratitude for their efforts and dedication to EBR. This difficult decision was based primarily on EBR facing significant headwinds with signing new dealers, which is key to sales and growth for a new company. In addition, EBR has had limited production in 2016 and 2017 that was under goal. The combination of slow sales and industry announcements of other major OEM brands closing or cutting production only magnified the challenges faced by EBR.
The limited production of remaining 2017 and 2016 EBR motorcycles are currently available from EBR’s top dealers. For a list of top dealers, please go to www.EBR.com.
More by Evans Brasfield