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dream of ebr revival is over

First it was the Victory  brand, now EBR has bitten the dust again.

Fantasists who believed that Erik Buell Racing (EBR) could successfully rise from the grave have had their dreams shattered. The supposedly revived company has just announced that it is to cease operations, BDN financial editor Roger Willis reports.

In a press statement issued on 25 January, a spokesman said: “The decision was a tough one for EBR as it has been solely focused on growth and building 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 for this decision. They and their families have our deepest gratitude for their efforts and dedication.

“This difficult decision was based primarily on 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.

“EBR will continue to honour warranties and provide technical and parts support to current dealers and riders who bought motorcycles manufactured by EBR. The limited production of remaining 2017 and 2016 motorcycles are currently available from EBR’s top dealers.”

Nevertheless, the company is still clutching at straws, adding that it “will continue to review strategic alternatives with interested investors regarding production operations” — although a sale of production equipment and parts inventory has been scheduled to take place in March.

 

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