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EAST TROY, WI – EBR is back in business. Production of the “American Sport Bike” resumed today at the factory here following the purchase six weeks ago of the company’s assets by Liquid Asset Partners of Grand Rapids, MI. Erik Buell Racing had ceased operating last April and went into receivership.
In a press release, EBR said production begins with 2016 model-year 1190RX and 1190SX bikes, which are expected to roll off the assembly line March 17. A press day is planned for that day and a launch party is planned for March 18.
“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 original company founder Erik Buell, who holds the title of Chief Technical Officer under new ownership.
Bill Melvin Jr. is CFO of what is now EBR Motorcycles, LLC. ““This would not be possible without the EBR team. All the credit goes to them for waiting out the storms during the last year,” he said.
“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.”
The next task is to reassemble a dealer lineup.
