GE to provide financing to help Buell build dealer network

Erik Buell Racing LLC in East Troy will receive inventory financing from GE Capital’s Commercial Distribution Finance (CDF) to help it build a motorcycle dealer network.

The Wisconsin company was founded by noted motorcycle racer and designer Erik Buell in 2009. Its first model is the EBR 1190RS.

The funds will support the expansion of EBR’s dealer network in the United States. Inventory financing, also known as floorplan financing, allows dealers to stock, market and sell a wide variety of motorcycles and related products from manufacturers. It is an important element of a successful manufacturer-dealer business model.

“As we ramp up our production capabilities and introduce other models, it’s great to know that we have a finance company that can support us as we expand,” Buell said. “I’m pleased that GE Capital, with its decades of experience in the motorsports industry, continues to support emerging manufacturers like EBR.”

“We’re not just bankers, we’re builders,” said Sameer Gaur, the commercial leader of CDF’s motorsports group. “Across businesses and industries, it’s important for us to contribute to the growth of American manufacturers at every stage of their development.”

EBR built only 100 of the inaugural 2012 1190RS model. Designed and manufactured in East Troy, the bike is receiving accolades in the racing community and was named Superbike of the Year by Cycle World magazine.

GE Capital’s CDF provided nearly $32 billion in financing for more than 30,000 manufacturers, dealers and distributors across North America in 2011.

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