EBR Motorcycles Resuming Production Starting Today, March 1
Today is the day many EBR fans, including ourselves, have been waiting for: EBR motorcycles are back in production. After a lengthy (and complicated) period that saw EBR assets sold at auction to Bruce Belfer of Atlantic Metals Group LLC, then wrenched away and sold again to Liquid Asset Partners, it appears that stability has finally arrived.
Starting today, March 1, production will resume at EBR HQ in East Troy, Wisconsin. According to a press release issued by EBR, the new company, EBR Motorcycles LLC, will start with production of 2016 1190RX and 1190SX motorcycles. In January, Liquid Asset Partners announced its goal to have models rolling off the production line by “Mid-March” and in this latest announcement, the company expects to make good on its promise, having the first bikes roll off the line March 17.
In the release EBR Motorcycles LLC CFO, Bill Melvin Jr, stated that the company now has “financial stability, a profitable multi-year plan, and a 5-10 year vision.” He noted that new partnerships and investments would be welcome, but not critical at this point. “EBR is on solid ground and moving forward,” he said.
To celebrate the relaunch of EBR Motorcycles, the public are invited to attend a launch party on March 18 at the EBR factory on Buell Drive in East Troy, WI. Free food will be provided, and attendees will have an opportunity to meet-n-greet the EBR team and tour the production line. Also planned this day is a public auction to liquidate excess assets in the factory. This includes excess machinery, equipment, tools, “excess race assets,” and excess parts.
“I am really looking forward to the launch and the press day. I have dedicated my life to this and want to get the word out on how great our motorcycles are,” said Erik Buell, Founder and CTO.
Of course, this is only the beginning for EBR’s next chapter. Now the company plans to identify the top dealers in the country to help relaunch the brand. Pricing, warranty info and racing plans, EBR says, will be announced next week.
Troy's been riding motorcycles and writing about them since 2006, getting his start at Rider Magazine. From there, he moved to Sport Rider Magazine before finally landing at Motorcycle.com in 2011. A lifelong gearhead who didn't fully immerse himself in motorcycles until his teenage years, Troy's interests have always been in technology, performance, and going fast. Naturally, racing was the perfect avenue to combine all three. Troy has been racing nearly as long as he's been riding and has competed at the AMA national level. He's also won multiple club races throughout the country, culminating in a Utah Sport Bike Association championship in 2011. He has been invited as a guest instructor for the Yamaha Champions Riding School, and when he's not out riding, he's either wrenching on bikes or watching MotoGP.
More by Troy Siahaan
Comments
Join the conversation
Will they ever actually produce a bike with technology/ideas that are decidely better than what's already currently available?
As for me, as long as they stick with HD engines, I will continue to have less than zero interest in their bikes. (I don't care who actually manufactures them, HD, S&S etc- ANY engine loosely or closely based on HD's antiquated design.)
Fantastic! Buell's bikes deserve to be produced, if only from an engineering-appreciation standpoint.