Erik Buell Racing has its sights set on the other side of the Atlantic. To expand brand awareness and distribution on the continent, they have opened up an office in Alkmaar, Netherlands. The move is also aimed at promoting their participation in the 2014 FIM World Superbike Championship with riders, Geoff May and Aaron Yates.
With Hero MotoCorp holding a near 50% stake in EBR, it also seems like a move for Hero to expand its marketing and distribution of it’s own products to the European market.
With Hero intending to bring its bikes to the North American market in 2014, an expansion in the European market, if successful, could solidify its brand recognition in the Western world, especially amongst younger riders or commuters looking for a cheaper pair of wheels to get around.
The weird match-up with EBR and Hero may seem like two dogs on the same leash, pulling in opposite directions, but perhaps their competitive advantages (Hero’s capital and EBR’s technical expertise) will usher in a new era of two-wheel developments that expand the market demographics.
Hardcore riders will find the level of design and engineering lavished on the EBR 1190RX appealing and Hero’s lineup may instigate a market expansion through lower-priced scooter and motorbike alternatives.
Regardless, we are excited to see how the Erik Buell Racing 1190RX fairs in real-world testing and very excited to see how the racing team does in competition.
Source: Erik Buell Racing