Erik Buell Racing makes another comeback, production starts at Wisconsin factory


2014 Buell EBR 1190RX

Resurrecting once again from the worst of situations, as the American motorcycle maker has made another comeback after declaring bankruptcy in April 2015. Erik Buell Racing (EBR) was recently taken over by Liquid Asset Partners and the production line in the Wisconsin factory was commenced on March 1, 2016.

Liquid Asset Partners has a long term plan for the two-wheeler brand and plans to expand operations with expanding the number of dealerships. EBR founder Erik Buell will serve as the Chief Technical Officer (CTO). The Wisconsin plant will continue to build 1190RX and 1190SX motorcycles. A Press day has been organised on March 18 by Liquid Asset Partners where visitors can check out EBR motorcycles, get a factory tour and interact with the technical team.

EBR partnered with Hero MotoCorp and was technically assisting the development of the Indian two-wheeler maker’s flagship product, the Hastur 620. However, things came to a staggering halt after the American brand declared bankruptcy. Hero MotoCorp did acquired certain certain tangible and intangible assets of EBR to continuing the development process.

For people unaware about the now-defunct Hero MotoCorp and EBR relationship, the Indian two-wheeler maker had acquired 49.2 percent stake in US-based firm in 2013 for USD 25 million (about Rs 148 crore).

We hope third time’s charm for EBR and, under the leadership of Liquid Asset Partners, gets the recognition it deserves.

Read More »
Leave a Reply

Your email address will not be published. Required fields are marked *