Bye bye Buell (for now)
EBR to cease production, again.
Ten months ago, EBR (Erik Buell Racing) Motorcycles
announced it was restarting production. This news came after the company had ceased all operations the previous year. But already, and for the third time in Buell's 34-year history, it's ceasing production again.
Sadly, this isn't exactly very shocking news. Buell has been on the rocks for years - the 5-10 year vision its liquidators announced last year was received by many with a pinch of salt.
A brief history of Buell's on-again-off-again relationship with motorcycle production:
1983 - Buell is founded by ex-Harley-Davidson engineer, Erik Buell.
1993 - Harley-Davidson acquires 49% of the company.
2003 - Harley-Davidson buys a majority stake, taking control of the company.
2009 - Harley-Davidson discontinues Buell. Erik Buell announces the launch of Erik Buell Racing, an independent company which he'll run himself.
2013 - Hero MotoCorp acquires 49.2% of EBR.
2015 - EBR files for receivership, ceasing all operations. HeroCorp buys Buell's consulting business. EBR's remnants get put up for auction.
2016 - Liquid Asset Partners buys EBR's remnants and re-brand it EBR Motorcycles. LAP announces production of two motorcycles and intentions to establish a new dealer network and find a buyer for the company.
2017 - Unsuccessful, LAP ceases production of EBR Motorcycles once again.
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EBR issued its press release on January 26th. It says its team has 'worked tirelessly making every effort to build the company'. But that it will now begin to wind down production operations as of the following week. It claims this decision was due to the company having significant problems signing new dealers. Its production goals for 2016 were underachieved and met with slow sales.
EBR has stated it will honour warranties and provide technical and parts support to current dealers and riders. And also, much to nobody's surprise, that the company will continue to look for alternative investors regarding its production.
Related posts
Remember Buell? (2016 October 07)
Buell Bounces Back (2016 March 07)
Buell Bust (2015 April 27)
Comments
30/01/17 - Again...
30/01/17 - I remember looking at an EBR at the NEC in 2015, thinking they had a long long way to go in terms of fit and finish to have had any future. I can't say this is a shock.
30/01/17 - Dude......give it up
30/01/17 - Yeah
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