Video: EBR Nation Part 3 – “Made in America”

08/10/2011 @ 7:38 am, by Jensen Beeler9 COMMENTS

Erik Buell Racing has another installment of its “EBR Nation” video set, with part three of the YouTube series focusing on EBR’s “Made in America” credential. Unlike the previous videos (Part 1 & Part 2), it’s hard to get behind this one, as Buell and his crew go back to the well with their “it’s made in America, so you should buy it” philosophy/sales pitch. The short clip starts out well enough, with Buell saying “over the last few years there was a feeling that the dream of America is getting away from us.” Whether you believe that is actually true or not, there certainly has been a movement expressing this very idea after watching the credit market collapse, and seeing someone like Buell trying to make something out of the ashes of the recession is a bit inspiring.

What isn’t inspiring is the same reused tagline that because something is built in the USA it is somehow automatically better that the competition. This sort of continued thinking its precisely what put Buell out of business the first time around, and like the reused action shots for this video (you may have seen many of these quick-cuts in Parts 1 & 2, and a couple are even used twice in Part 3), you get tired of hearing and seeing the same thing over and over again with no result.

The whole idea behind Erik Buell Racing was that it was a company that could flourish from outside Harley-Davidson’s thumb, and the whole purpose of the EBR 1190RS was that it was supposed to be an American superbike that we could appreciate on the merits. The fact that all of this is being done by Americans, in America, is all the icing on the cake, not the cake itself. Rant over. The video is after the jump.

Source: Rat Pak Records (YouTube)

  • spytech

    I really like this bike, just not for 40k. if they can build this bike with out all the bespoke parts and make it 90% of the way there for less than half the price, they would have a winner. i think the bike looks good. i would also not mind paying for an american made bike, i think thats great, but if its way over priced and does not perform, i am not going to buy no matter where its made.

  • Points well made. The bike is has enough to brag about that EBR doesn’t need to pull on the “Made In America” strings.

    I understand that the message of the company being “free” to do what they want to do is very tongue and cheek (free from HD’s demands), but if you really want to be free, stick to the message from the first two videos of a kick-ass bike; brag about performance, something Buell’s big brother HD has never been able to do (just ask a HD salesman about horse power).

    “Made in America” has been the tag line for HD forever, and look how that’s working out for them…

  • T.J.

    Hmmm. I agree with your opinion and do not agree.
    First of all, patriotism is not a bad thing. Maybe it will not sell the bike, but this card was pulled out just in the third video, after saying in the first two epizodes how great the bike is. I am even not bothered by the fact that the bike is not 100% competitive with eg. a Ducati 1198R – small company, first real sportbike. Most of sportbikes rarely reach the tracks anyhow…
    However, as spytech said, the pricetag of 40K is more than disturbing.

  • Scruby

    Geoff May said”we make American muscle cars that go fast”.Yes,that’s true,but I can buy an entry level Camero V8 for $23K,not $40K,and the engine is made here too,not Austria

  • Deeters

    About the $40k price: Remember this is a low production model being used to generate interest and money for the company. The standard version (without all the carbon fiber) is probably going to be around $20k from what I read. They posted pictures of it on Facebook, I’m surprised A&R didn’t pick up on them.

    That being said, I don’t think the “Hey guys, MADE IN AMERICA” in this was that bad. It’s always been a part of the company’s advertising.

  • The standard version is $40k, the carbon package is an additional $4k (so, $44,000). When you’re only making 100 bikes, it’s a tall order to make them under $30k, let alone with the parts being shown here.

    My whole rant with the “made in America” message is that it shouldn’t be the company’s main advertising message in the first place. Sell me a bike on the merits. Build something that can compete on price, performance, and quality with what’s in the market.

    Companies need to learn that you can’t just sell something on the basis it’s made in America, and therefore somehow better than the competition. That’s just a cheap usage of the American brand for added value, and as a stakeholder in what the USA stands for, it offends me. Instead, make a product that I will be proud to see stamped with the letters U-S-A.

  • supermoto84

    Is everyone missing the fact that the majority of the parts on this bike are not manufactured in the USA?!! Most of the money spent on buying one these bikes eventually goes back into the overseas manufacturing companies and out of the US economy. What a joke!

  • Peter

    The cheapest V8 Camaro is $31,070 by the way.

  • Tom

    Patriotism is a cheap substitute for a lack of performance or even a lack of value. Looks like Erik didn’t leave everything behind at Harley. Harley has to market on patriotism because it has absolutely nothing else going for it, but unlike Harley and its so-called heritage, Buell doesn’t have anything to peg that $40k price tag on. We all here love dreams and the dreamers, but somewhere along the line, the numbers have to make sense. They don’t here……and the bike isn’t even really American anyway.