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EBR Motorcycles on the Chopping Block, Yet Again

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EBR Motorcycles is set for another go at this liquidation thing, with its owners Liquid Asset Partners having put the company and its assets on the auctioning block once again.

Loyal readers will remember that Liquid Asset Partners bought Erik Buell Racing last year, with public plans to restart the brand. That activity never really moved beyond assembling a few motorcycles that were still languishing on the production line, while LAP looked for other investors in the company.

Now confirming what we long expected to be the final outcome, Liquid Asset Partners is chopping up EBR Motorcycles once again – looking to sell the brand’s remaining assets, including the brand itself.

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EBR Motorcycles Shutting Down, Yet Again

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EBR Motorcycles is closing its doors…again. Yes, you heard that right. America’s superbike brand will be winding down its production operations, starting next week, and is looking for a strategic investor to takeover the brand.

Liquid Asset Partners (LAP) attributes its decision to shutdown EBR Motorcycles to the company’s difficulty to secure new dealerships, and thus increase sales. As a result, LAP says that its production volume for 2016 and 2017 was below expectations.

The company then finishes its explanation for closing EBR Motorcycles with the following line: “the combination of slow sales and industry announcements of other major OEM brands closing or cutting production only magnified the challenges faced by EBR.”

Whether you believe that line of reasoning or not, the result is the same, Erik Buell’s motorcycle brand once again has a dim future.

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Bikes

EBR’s “Black Lightning” Is A Lowered 1190SX Street Bike

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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.

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EBR Slashes Prices on 2016 models, But Is It Enough?

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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.

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Erik Buell Racing Resumes Production in East Troy

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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.

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