The new owners of Erik Buell Racing are planning to revive the Wisconsin-based bike manufacturer by re-appointing Erik Buell as the president. This announcement has come less than a week after the remaining assets of EBR were auctioned off for USD 2.25 million (Rs 14.6 crore).
In an interview published in the Milwaukee Business Journal, Bruce Belfer, the head of Atlantic Metals Group and the new owner of EBR, revealed his revival plans for EBR’s bike manufacturing business. “There’s not a single piece of machinery that I don’t have or can’t buy. EBR is people, skilled people, craftsmen and innovators. That’s what I was buying. Everything else I can buy at the store,” Belfer said. He had been in talks with EBR ever since the company filed for bankruptcy earlier this year.
Belfer further added a questionable statement saying that Hero MotoCorp, which owned a 49 per cent stake in the company, was responsible for the EBR going defunct. While further details about EBR’s revivals are yet to be revealed, it seems like the new owner is intent on continuing the motorcycle business. With Erik Buell as president, Belfer intends to occupy the CEO’s chair in the company’s new management. Hero MotoCorp on the other hand, will take care of EBR’s consulting side of the business.
