EBR Motorcycles have just released a brief statement indicating that it will “begin a wind down of production operations” starting next week. This comes as something of a surprise considering the East Troy-based brand recently debuted a “Black Lightning” version of its 1190 platform, forged a retail finance partnership with ThunderRoad Financial and revealed plans to square its sights on the “sub 10K platform for 2018.” We don’t know all the details that contributed to the decision, but the release cites “significant headwinds” in terms of signing new dealers along with “under goal” production for 2016 and 2017. The entire release is included below and be sure to stay tuned for more details as they’re announced.
EAST TROY, WI – EBR Motorcycles, LLC (“EBR”) located in East Troy, Wisconsin will begin a wind down of production operations commencing next week. EBR will continue to honor warranties and provide technical and parts support to current dealers and riders who bought motorcycles manufactured by EBR. EBR will continue to review strategic alternatives with interested investors regarding production operations.
The decision was a tough one for EBR as it has been solely focused on the growth and building EBR for success. The team at EBR has worked tirelessly making every effort to build the company. There is no fault on any of the team at EBR for this decision. They and their families have our deepest gratitude for their efforts and dedication to EBR. This difficult decision was based primarily on EBR facing significant headwinds with signing new dealers, which is key to sales and growth for a new company. In addition, EBR has had limited production in 2016 and 2017 that was under goal. The combination of slow sales and industry announcements of other major OEM brands closing or cutting production only magnified the challenges faced by EBR.
The limited production of remaining 2017 and 2016 EBR motorcycles are currently available from EBR’s top dealers. For a list of top dealers, please go to www.EBR.com.
A sale of production equipment and excess parts will start in March.