When we tested the 1190RX at Indy, we were impressed. Erik Buell Racing had done it … produced a competitive American superbike. Then it all went wrong, and we thought EBR was gone.
The insolvency proceedings produced more than one buyer, most recently Liquid Asset Partners, which promised to resume production. Out of the blue, we received the following press release earlier today stating production starts now, March 1. Have a look:
EAST TROY, WI – Get ready to throw a leg over the ‘American Sport Bike,’ turn the key, and twist the throttle! EBR Motorcycles resumes production beginning March 1 with a stable financial plan in place from Liquid Asset Partners. The new company, EBR Motorcycles, LLC, will start with production of 2016 1190RX and 1190SX motorcycles. The first bikes are scheduled to roll off the line March 17 with a Press Day for approved media. The public, Buell Nation, and EBR fans are invited to attend the EBR launch party on March 18 at the EBR motorcycle factory on Buell Drive in East Troy, WI. There will be free food, an EBR team ‘meet and greet,’ tours of the production line, and other events at venues in the historic downtown village of East Troy, WI.
“This would not be possible without the EBR team. All the credit goes to them for waiting out the storms during the last year,” said Bill Melvin Jr. “Now the clouds have cleared; EBR is able to shift into gear knowing that it has financial stability, a profitable multi-year plan, and a 5-10 year vision. We feel there is still room for new partnerships or investment, but it is not critical. EBR is on solid ground and moving forward. We are turning the key and twisting the throttle!”
“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.
Ed Laben, Director of Sourcing said, “It is so good to see the factory coming back to life! The energy, talent, and enthusiasm of this team are unparalleled, and I can’t wait for the world to see what’s coming down the road.”
The next steps for EBR Motorcycles are to identify the 2016 top US dealers and to work closely with them for the re-launch. Riders can prepare to buy from these premier dealers, helping to grow and solidify EBR Motorcycles in 2016. Information on EBR’s aggressive new 2016 MSRP, warranty for 2016 bikes, and plans for racing will be forthcoming next week.
New Management Positions at EBR Motorcycles Include:
- Steve Smith: Chief Executive Officer (CEO)
- Bill Melvin Jr.: Chief Financial Officer (CFO)
- Erik Buell: Chief Technical Officer (CTO)
- Kim Tordik: VP of Business Operations
- Ed Laben: Director of Sourcing
- Dan Hurda: Director of Engineering
Anyone interested in EBR Motorcycles or dealership opportunities should visit www.EBR.com.
Any press parties interested in attending Press Day on March 17, please contact Marissa@LiquidAP.com.
Concurrently on March 18, assets excess to current factory production will be sold through a public liquidation run by Liquid Asset Partners for approximately 30 to 45 days (excess machinery, equipment, tools, excess race assets, and excess parts). This is a once in a lifetime opportunity to buy a piece of history at the factory level.
Anyone interested in more information about the EBR partnership, investment opportunity, or purchasing assets that are excess to current production should visit www.LiquidAP.com.
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