Erik Buell Racing is returning to the production of motorcycles less than a year after having to file for receivership and lay off 126 employees.
The company had filed for receivership in April 2015. The East Troy-based motorcycle maker’s manufacturing assets were sold to Liquid Asset Partners LLC in January.
Grand Rapids, Michigan-based Liquid Asset Partners has created a plan to relaunch the company as EBR Motorcycles LLC and production resumed Tuesday. The company is producing 2016 versions of the 1190RX and 1190SX models.
The first bikes are expected to be completed by March 17 and the public is invited to a launch party at the company’s East Troy factory on March 18. There will be free food, an EBR team ‘meet and greet,’ tours of the production line, and other events in downtown East Troy.
The new company will have Liquid Asset and Erik Buell Racing personnel in management positions including Steve Smith, chief executive officer; Bill Melvin Jr., chief financial officer; Erik Buell, chief technical officer; Kim Tordik, vice president of business operations; Ed Laben, director of sourcing; and Dan Hurda, director of engineering.
Melvin said the company has a profitable, multi-year plan and a five- to 10-year vision.
“This would not be possible without the EBR team. All the credit goes to them for waiting out the storms during the last year,” Melvin said. “We feel there is still room for new partnerships or investment, but it is not critical. EBR is on solid ground and moving forward.”
Buell said he is looking forward to the launch of the new company.
“I have dedicated my life to this and want to get the word out on how great our motorcycles are,” he said.
The company will be identifying dealers to work with for the re-launch and customers will be able to buy from them in the near future.
Liquid Asset Partners will also be running a public liquidation of assets in excess of current factory production. It will include machinery, equipment, tools, race assets and parts and run for 30 to 45 days. The liquidation will begin March 18.
