The Other American Indian Ebr Ramps It Up
THE OTHER AMERICAN INDIAN EBR RAMPS IT UP
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Erik Buell aims to build 20,000 American-made motorcycles per year by 2017
John Burns
HERO MOTOCORP. LTD. of India, which sold nearly six million motorcycles and scooters last year, recently bought 49.2 percent of Erik Buell Racing LLC for $25 million. In a Wall Street Journal report following the purchase, Ravi Sud, Hero’s CFO, said EBR’s goal is to sell about 20,000 motorcycles in 2017. That’s quite a jump from the 65 it sold last year. To put that in perspective, Ducati sold a record 44,102 motorcycles worldwide in 2012.
Erik Buell would not provide specifics about future EBR products, but he did mention that there will be some 1190 and other models in the pipeline. Adventure and naked versions of the 1190 are possible, and there have been reports in India about an entry-level 250CC sportbike. “By 2017, you will see a wide range of EBR products, that is certain,” said Buell.
The Wisconsinbased manufacturer has already worked with Hero to create the Leap hybrid scooter, introduced in 2012, so who knows what else might be in the pipeline?
“We had looked for partners for years,” said Buell, “but were determined to find one who understood and supported our longterm plans, and was willing to invest in a minority position. The leadership at Hero understood both the long-term plans and the need for us to remain independent.”
When asked if the new EBRs will be for the U.S., Buell answered, “All EBRbrand products will be for world consumption. We’ll be building them here, so why not?”
