The long fight back is under way for what was Erik Buell Racing. Now under the control of a new owner and with a new name, EBR Motorcycles resumed production this week at its Wisconsin factory. Two models are being produced – the 1190RX and 1190SX – and EBR Motorcycles says the first bikes will roll off the production line on the 17th March. A relaunch party is scheduled for the day after. On the same day machinery, equipment, tools and race equipment that is now deemed unnecessary for the current level of production will be put up for sale. The sale will continue for approximately 30 – 45 days, and more information about those assets is available at www.LiquidAP.com. The future of EBR has been unclear since it was purchased in January by Liquid Asset Partners, but now seems a little more promising. Bill Melvin Jr, CEO of Liquid Asset Partners, says that “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.” Mr Melvin is also part of the new management team, taking on the role of Chief Financial Officer. Liquid Asset Partners has appointed former automotive industry engineer Steve Smith to the role of Chief Executive Officer, and Erik Buell remains in a senior role as Chief Technical Officer. The company has retained about a dozen employees from around 130 it had when it ceased operations 11 months ago. EBR Motorcycles is expected to release more information soon about the company’s plans for pricing and warranties.
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