Hero MotoCorp's former technological partner Erik Buell Racing (EBR) has commenced operations once again after announcing bankruptcy in April, 2015. The American motorcycle maker was purchased by Liquid Asset Partners with all formalities completed early this year and has helped lease a new life into the company. EBR's East Troy, Wisconsin factory resumed production on March 1 and the first motorcycle is said to roll off the assembly line on March 17.
This is certainly good news for existing and potential EBR customers, especially since there was uncertainty with respect to the bike maker ever making a comeback. More so, since the company confirmed that the spares will be available once again, while warranty issues are being handle on a case-by-case basis. The new owner, Liquid Asset Partners has not only brought financial stability to the ailing motorcycle brand but also has a new multi-year plan in place with a 5-10 year vision and plans to open new dealerships to retail the lineup of super bikes from the manufacturer.
"I am really looking forward to the launch and the press day," added Erik Buell. "I have dedicated my life to this and want to get the word out on how great our motorcycles are." Buell will serve as the EBR's Chief Technical Officer (CTO) going forward in the new venture.
EBR's operations continue from where it left off last year as the Wisconsin facility producing the 1190SX and 1190RX bikes. In a statement released earlier this week, the bike maker said that it was taking steps to identify the 2016 top US dealers and was working with them for the re-launch. Customers can buy from these new dealers that will strengthen the company's position. The re-launch also spells good news for EBR's racing plans with the bike maker doing well on the track prior to announcing its bankruptcy.
Founder of EBR, Erik Buell will continue to serve on the company's new operations and will serve as the Chief Technical Officer (CTO). With the company coming back to life, Buell said, "I have dedicated my life to this and want to get the word out on how great our motorcycles are."
Liquid Asset Partners has organized a Press day on March 18 that wherein the newly produced bikes will be showcased along with factory tours, EBR team meet and free food. The new owners also plan to sell the assets including machinery, tools, among other equipment that is excess to the current factory's production capacity and will be sold through a public liquidation in around 30 to 45 days.
EBR's association with Hero was expected to reap brilliant results for the latter, especially in the production of performance motorcycles. The HX250R and the Hastur were early examples of the same, but sadly, neither of the models have made it to production yet. Nevertheless, Hero has been using time well to set up its own R&D facility in India that will go on the floors in the following days.
