Buell opens a new chapter in 2016
Bankrupt a little less than a year ago, the American brand of sports motorcycles Erik Buell Racing is hopeful of restarting in 2016: its new owner is again ensuring the distribution of parts and seeking to relaunch EBR… Explanations.
Declared bankrupt last spring (read), the EBR brand became the property of Liquid Assets Partners (LPA) on January 15, 2016, a company also based in Michigan, specializing in the acquisition – and resale – of assets. companies in judicial liquidation.
LPA is not at its first attempt in the field of motorcycles: in addition to the little-known Cannondale and American Ironhrose, it had already acquired the prestigious Indian brand in 2004 (before its takeover of Polaris) and was in charge of the 2010 Buell liquidation (after its sale by Harley-Davidson).
"This is truly an incredible opportunity to restart our brand of American sports motorcycles.", considers Erik Buell."I would like to thank Bill Melvin Jr., Bill Sr. and the team at Liquid Assets Partners who realized this and are looking to revive our production".
For a few days now, LPA has posted a form online allowing current owners of 1190 RS, RX and SX to restock their spare parts. Next step: restart the production of complete motorcycles, which should take a little longer…
EBR is back in service … after-sales
Because LPA does not intend to get into the – delicate – business of producing motorcycles, but rather wants to work with those in charge of EBR to find a way – the financial means! – to put EBR back on track and on the road…
"Spread the word ! ", invites LPA in its official statement:"it could be crowdfunding or a private investor, we could provide funding to the right team that can do this business, or maybe a big builder could buy it.".
Given its nationality, its build and its core business, the name Polaris naturally comes to mind for specialists in the sector. The American giant is seeking to focus its Victory brand on performance, leaving Indian to compete with Harley-Davidson on the front of the authentic.
Would Polaris have an interest in investing in EBR, a rival brand of Victory? At first glance, such a purchase seems counterproductive. Nevertheless, KTM has shown recently in the off-road sector that the best way to beat its competitors – Husaberg and Husqvarna in this case – is to pay for them….
"We hope that someone will continue to make these amazing motorcycles and that our acquisition will have enabled (to EBR, NDLR) to continue on his way", declares LPA which acquired EBR – its brands and patents, its operating licenses, its equipment and assembly lines, its models under development – for 2 million dollars and incidentally seeks to realize a capital gain.
LPA is looking for a buyer, investor, builder…
"The old company had a lot of assets to be successful", certifies Mister Buell,"and I am very excited by the possibility of re-engaging in a new company with a good owner focused on our success". Understood, better than the Indian giant Hero…
To signify his future return to business – near or far? -, EBR was present last weekend at the Chicago Motorcycle Show (Illinois). The brand wishes to stay in contact with the general public and maintains the "IRL" link as online, through social networks.
Ahead of the American show, after almost ten months of forced internet radio silence, EBR announced: "Erik Buell was a motorcycle rider. Pilots know that when they fall, they must immediately restart. Erik sets off again, and the EBR team prepares to get back in the saddle".
At the end of the show, the East Troy brand thanked: "all our devotees for the support they gave Erik and his team this weekend at IMS Chicago! We are back ! Watch for updates on the official Facebook page) and on "… as well as on Site, of course: stay connected !
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