2023-11-27 Erik Buell Racing Assets to Be Auctioned in the 21st of July - autoevolution

Erik Buell Racing Assets to Be Auctioned in the 21st of July

An auction aimed at finding a new owner for Erik Buell Racing will take place on the 21st of July, EBR's Facebook page informs. The company entered receivership earlier this spring, and an attorney is now trying to sell the operation as a whole to a potential buyer. The funds the auction hopes to fetch would go towards extinguishing the standing debt EBR has to creditors.
EBR acuctioned on 21st of July 1 photo
Photo: EBR
The motorcycle manufacturer struggles with a $20 million (€18 mil.) debt after Hero MotoCorp, who partnered with EBR mid-year in 2013 apparently withdrew the financial support.

The first attempt is to fund a buyer for the whole lot

The attorney that administers the EBR case will be looking to find a buyer willing to buy the entire operation. This means that the 21 July auction will see only one EBR lot, comprising all the assets.

We're looking at whatever completely built bikes are in stock, the spare parts stocks, all the EBR intellectual property and everything that was owned by the manufacturer at the time when receivership began.

If a buyer steps in and acquires EBR, the production and development could be again restarted. The EBR name could be used in the future, even though the owner of the brand would no longer be Erik Buell. Of course, there's a possibility that the potential new owners to adopt a different marketing strategy if they see fit.

No individual assets can be purchased in the first place, as the priority of the move is to attempt to sell the whole, ready-to-roll business. However, everything depends on the interest of the buyers that will hopefully show up.

The best-case scenario is that an investor or even motorcycle manufacturer steps in and buys everything. If the auctioneers are not interested in the deal as a whole, we will most likely see the EBR assets divided into more lots.

Honestly, it would be awesome to see EBR remaining intact and carrying on under new ownership. Check back with us for an interesting (and speculative) editorial next week.
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