Another lifeline for EBR
Third time lucky for the troubled American brandFor the third time since it shut its doors nine months ago, Erik Buell Racing went under the hammer last week and this time successfully sold at auction for USD$2.01m ($2.9m).
The brand was acquired by Liquid Asset Partners, the firm which liquidated Buell in 2009 after it was dropped by Harley-Davidson, with the good news for Buell fans being the company wants to develop a plan to revive the troubled brand.
“We will not be manufacturing motorcycles, as Liquid Asset, but we will be working to put together a plan with a team that can be successful in doing that,” Liquid Asset’s owner Bill Melvin Jr said.
“There are still a lot of options on the table for a new owner to come in and continue making EBRs. The company is not a start-up; this is an established brand with a huge following across the globe [and] our hope is that someone will continue to make these amazing motorcycles.”
Walworth County Circuit Judge Phillip Koss approved the winning bid from Liquid Asset Partners on Thursday 14 January after another bid by the first auction’s winner, Bruce Belfer, failed to be recommended to the court.
Liquid Asset Partners was also the winner of the second auction, but rival bidders contested the result in an effort to submit a counter bid.
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