EBR Shutting Down Production

EAST TROY, WI – Another one bites the dust. First Polaris announced that Victory was going out of business. Now, EBR says it’s ceasing production, too.

In a press release issued this afternoon, EBR said the company “will begin a wind down of production operations commencing next week. EBR will continue to honor warranties and provide technical and parts support to current dealers and riders who bought motorcycles manufactured by EBR.”

While EBR left the door for a resumption of production cracked slightly by adding that it “will continue to review strategic alternatives with interested investors regarding production operations,” the message in the press release was nonetheless clear.

“This difficult decision was based primarily on EBR facing significant headwinds with signing new dealers, which is key to sales and growth for a new company. In addition, EBR has had limited production in 2016 and 2017 that was under goal. The combination of slow sales and industry announcements of other major OEM brands closing or cutting production only magnified the challenges faced by EBR,” the company said.

EBR has no dealers in New England and only one in New York – Big Boyz Toys in Marlboro. EBR’s website only lists 17 dealers nationally.

The company said a sale of production equipment and excess parts will start in March.

“The decision was a tough one for EBR as it has been solely focused on the growth and building EBR for success. The team at EBR has worked tirelessly making every effort to build the company. There is no fault on any of the team at EBR for this decision. They and their families have our deepest gratitude for their efforts and dedication to EBR,” the company said.