With more resurrections than Voldemort, American sports bike maker Erik Buell Racing (EBR) – currently known as EBR Motorcycles – has announced it is closing down for good. We heard this before, however, when the financially troubled motorcycle manufacturer was under ownership by first Harley-Davidson (H-D), then Indian firm Hero Motorcycles, before two announcements were made over the past two years that EBR was back.
Despite making some technologically interesting machines using a H-D V-twin engine, notably EBR’s use of perimeter-mounted brake discs, the Wisconsin-based firm struggled to find dealers going into the 2017 sales year. This was after EBR went into liquidation under Liquid AP, with moves being made by the liquidator to negotiate contracts with suppliers and founder Erik Buell taking the role of chief technology officer.
In a statement on its website, EBR said winding down operations would begin immediately, while continuing to honour warranties and provide technical and parts support to current dealers and riders who purchased motorcycles manufactured by EBR. It also said it would “continue to review strategic alternatives with interested investors regarding production operations.”
EBR owner Bill Melvin, in September last year, said the firm would be looking to introduce “something ‘Quick, Dark, and Low’ that should be exciting for urban street riders.” Melvin also said there were plans to introduce a sub-10,000 USD (RM44,295) street bike in 2018.
The current EBR range includes the full-fairing 1190 RX and naked sports 1190 SX, both machines using a 1,190 cc V-twin, with four-valves per cylinder and liquid-cooling, producing 185 hp and 137.8 Nm of torque. According to EBR, limited numbers of the 1190 RX and SX are still available for sale at selected US dealers.
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Say what U like. The land from the rising sun must be doing something good that they have Honda, Yamaha, Kawasaki & Suzuki fighting among themselves & still thriving in the industry.
Maybe someone can tell/explain why the Japs are doing so well & learn a thing or 2 from these Hard working chaps. Looks like some technologically interesting machines using a H-D V-twin engine & EBR’s use of perimeter-mounted brake discs does not guarantee success let alone survival.
Maybe EBR founder Erik Buel should get himself into the Reality show “Shark Tank” to get some needed investment & some marketing tips from those marketing Gurus.
While I do agree with your statement,however there’s one important point that you missed.The Japs big 4 are high volume manufacturers while EBR is a small volume one.In today’s age where only the strongest survive, it’s no wonder and many other small volume manufacturers both 2 wheeled and 4 wheeled are shutting down due many factors.One of them being RnD which takes the most of the budget.Even with high profit margin and also the lack model diversity,they simply couldn’t survive in this highly competitive market.Take MV Agusta,how many times have they changed owner over the years.
Pls do take offence mikey.This is just my opinion and to the best of my knowledge.
Feel free to correct me if I’m wrong.
Peace.
U got it spot on BOYRACER. The name of the game is in numbers. The higher the volume, the better chance they have in sustaining & profitability will come automatically just like the Big 4 bike company.
If any car/bike company cannot market their products, they are as good as gone/dead. Take our Proton for example, if P1 cannot sell in numbers(high volume) they will forever need CASH injection from our gov to survive. Thanks 4 your contribution/comment bro. Have a good day.
U have to add P2 as well cuz it cannot survive outside.
But john, P2 do not need to borrow $$$ to the tune of billions & they sell more cars than P1 for more than 11 years & they are profitable.
Welcome mikey.This what we need here.Rational thinking and giving and receiving opinion without bashing.Honestly I’m kinda fed up with all the bashing without any sense or substance.Regarding Proton,what you say it’s true.Proton need a collaboration with other manufacturer in order to survive.
Instigating by bringing non-relevant brands is not rational thinking. Mikeys just plain bashing for sake of bashing.
I’ll give the benefit of the doubt to mikey.P2 parent company is Daihatsu which in turn owned by Toyota.Even if P2 losing sales in Malaysia,only local shareholder will suffer the most.As for the parent company,like Alfred E.Neuman always says “what me worry”.
This article is dumb. First off they are only shutting down manufacturing. They are staying open to honor parts and warranty claims. Ebr itself will stay open, they will not be producing bikes. Also, the article says it uses a H-D v twin. Where I come from H-D means hardly Davidson and there is not one Harley part on these bikes. Who wrote this article, because they took a little information and totally media’d it to all hell.
Spot on Chris! The engine is a Rotax motor that is HIGHLY modified. The Engine was originally designed for H-D for Buell because H-D v-rod engine was too heavy. So with H-D Approval Eric partnered with Rotax to make the 1125 engine. Unfortunately it came out in 2008 and NO ONE had cash so H-D closed the doors. Eric would not give up and took the remnants of the 1125 engine and came out with a better 1190. His bikes are technically inferior to none.
Eric, I can not wait to see your next step of life. Street fighters have setbacks but they always come back and the 1190 is the ultimate street fighter….Ride on.
I hope Geely buy this company and assembled it in Tg Malim soon.
Another American problem
Make another v twin and put fairing and expect it to sell like the big four
It won’t work
The v twin mentality has stopped, going twin or triple or 4 won’t hurt, and better if start from lower displacement like 250cc or 500cc
See ktm duke/rc and why it’s a success
And don’t sell them far more than japs, same mistake i keep seeing
At least you have some money before going big
Now afraid if motus going same route