Do not adjust your computer monitors. Don’t worry about the date, this is not an April Fools joke. What you are seeing is real. Buell is back.
The Buell Motorcycles name is returning back to business, as Erik Buell Racing has acquired the name from Harley-Davidson, and plans to relaunch its motorcycle business under the moniker.
With that news, Buell Motorcycles has big plans, as the American company hopes to release 10 motorcycles by the 2024 model year.
In September of this year, EBR Motorcycles let it be known that the American brand was working on new models for the 2017 model year, in addition to a sub-$10,000 platform that would be available in 2018.
Teasing that we would see something “quick, dark, and low” by the year’s end, we subsequently saw EBR trademark the name “Black Lightning” for use as a new motorcycle model. This certainly got our imaginations turning, wondering what the folks in East Troy had up their sleeves.
Unfortunately, it would seem we alone had our imaginations at work, since EBR Motorcycles has given us a glimpse of its Black Lightning project today, which shows a true lack of inspiration, as it turns out to be an all-black EBR 1190SX that sits about an inch lower than before.
When Erik Buell Racing shutdown last year, the American sport bike manufacturer had bikes sitting on its assembly line, waiting to be completed and shipped to dealers. This was a point of fact that Erik Buell touted when EBR went into receivership, as a way of showing how easily EBR could restart its business quickly.
This statement of course failed to take into account that dealers were struggling to sell the bikes they already had on their showroom floors, and few (if any) were interested in receiving more units from Erik Buell Racing.
Part of the reason EBR had such a hard time selling motorcycles was because of the pricing on the EBR 1190RS, EBR 1190RX, and EBR 1190SX – all of which were priced against European models that had more features, technology, and craftsmanship.
Now under the ownership of Liquid Asset Partners (LAP), Erik Buell Racing is again selling its machines for the 2016 model year, though now the company has adopted more reasonable prices. As such, the 2016 EBR 1190SX and EBR 1190RX will cost $12,995 and $13,995, respectively.
Erik Buell Racing resumed production today, with the first motorcycles from the East Troy, Wisconsin factory set to roll off the assembly line on March 17th.
Owner Liquid Asset Partners is touting that the new company – EBR Motorcycles, LLC – has a new multi-year plan, as well as financial stability, and it will begin courting dealerships to carry its line of American sport bikes.
For now though, production in East Troy is limited to the EBR 1190RX and EBR 1190SX models, picking up where Erik Buell Racing left off in the receivership process, presumably finishing the models that were left in mid-production when EBR closed its doors.
The announcement seems more symbolic than anything, as it is not clear where these newly produced EBR motorcycles will actually be going once they roll-off the assembly line. This is because EBR’s dealership network is virtually non-existent at this point in time and past EBR dealers are still trying to clear motorcycles from their showroom floors.
Good news for California riders who want Erik Buell Racing’s latest motorcycles, as the EBR 1190RX and EBR 1190SX have been certified by the California Air Resources Board (CARB).
A necessary step to selling in the Golden State, the news means that Erik Buell Racing can begin shipping RX and SX models to its California dealers, who in turn can now begin selling the bikes to the eager Californian biking public.
While hosting a press rider for the Erik Buell Racing 1190RX at Indianapolis Motor Speedway, EBR unveiled its next street bike, the 2015 Erik Buell Racing 1190SX. Since Asphalt & Rubber, the premier sport bike motorcycle blog, was apparently not invited to the event, we’re a little light on details for our million monthly readers.
However, we do know that the 1190SX is the naked version of the 1190RX, sharing many of the same chassis components. What we don’t know is what Erik Buell Racing has done inside the motor, as motorcycle manufacturers are often prone to detune their streetfighters, to help differentiate them from their superbike counterparts.
Erik Buell strikes us as the kind of man that would be resistant to that trend, if for no other reason than to try something else in the market, cue ZTL brakes, fuel-in-frame chassis designs, and underslung exhaust worshiping. More details as we get them on the 1190SX, but until then, here’s the first photo of the 2015 Erik Buell Racing 1190SX streetfighter.
Erik Buell Racing continues to tease its upcoming models on the company’s Facebook page, and to compliment the two-seater ass shot from several weeks ago, EBR has posted up a shot of a bike hiding in the shadows, with its LED marker lights illuminated.
Though Erik Buell Racing has purposefully doctored the photo, so we can’t decipher more of this bike’s details, the big reveal here is the new headlight design for EBR that replaces the very Roehr/MV Agsuta setup found on the EBR 1190RS.