Eric Buell Racing Auction

July 20, 2015

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Eric Buell Racing Auction

If you really love motorcycles and you happen to win the lottery tonight your dreams could come true tomorrow.

The small but important, American motorcycle manufacturer Eric Buell Racing will be sold at auction Tuesday in East Troy, Wisconsin. The assets to be liquidated include the company’s inventory, its supply of parts and its intellectual property.

“We could literally be shipping motorcycles, probably within a couple of days, as soon as we brought back an assembly team” Eric Buell told Rick Barrett of the Milwaukee Journal Sentinel in an article published yesterday. “The bikes are just sitting there, covered in plastic, waiting to be finished.”

The company shut down in April and laid off 126 employees. It had reportedly received about $25 million from Indian motorcycle manufacturer Hero but was still $20 million in debt. Hero now owns 49 percent of  the company which filed for bankruptcy in state court in April.


Sales of the EBR bikes, called the 1190 RX and 1190 SX were slow. They retailed for about $18,000 each. EBR also made custom racers for about $40,000 each. EBR was also designing motorcycles for Hero. Analysts have suggested the company was trying to build too many motorcycles at once.

Eric Buell admitted as much in a statement he issued April 20. “Unfortunately, in the end, we tried to do too much with too little funding, but it doesn’t diminish the accomplishments.” Buell wrote. “We introduced the world class American super bikes of 1190RS, 1190RX and 1190SX, while at the same time doing revolutionary work for Hero on the HX250R, Leap, SimplEcity, iON, RnT and many others, plus concepts never publicly seen. It was great EBR innovation and design, and introduced new technology to Hero and its suppliers to provide a real kick start for them. But in the end all of this simply overwhelmed us, and for that we are sorry and saddened.”

A Little History

Eric Buell, now 65, is the foremost American sport bike designer of his generation. He started as an engineer for Harley-Davidson. He founded the Buell Motorcycle Company in 1983. Ten years later Harley bought 49 percent of the company and ten years after that, in 2003, Buell became a wholly owned subsidiary of Harley.

Harley discontinued that sport bike line in October 2009. In all, there were 136,923 Buells. The next month, Eric Buell founded EBR.

Whoever buys the company tomorrow will purchase a turnkey operation.

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56 Responses to “Eric Buell Racing Auction”

  1. xplor Says:

    Eric Buell admitted . “Unfortunately, in the end, we tried to do too much with too little funding, but it doesn’t diminish the accomplishments.”  The same was true of  Damian Gregory  who built many bikes that pushed Buell to greater heights.

  2. FF Says:

    Hey everybody, good stuff! Thanks for sharing.

    I’m just a guy who loves motorcycles. My friend though, he’s a biker. It just breaks my heart and I know how sad he is without a bike, but he lives from paycheck to paycheck.

    I’ve heard it said you don’t take nothing with you when you go but what you gave away. I told my friend he could keep my bike while I was away but he said no he didn’t want to be responsible for anything bad happening to it.

    I just think he was too proud to ride a Sportster. LMAO

    That’s alright.

  3. CH Says:

    @ Shovelhead –

    damn, you sound like me. The evo did start looking japanese to me too.

    Back then I even wore a shirt that said “see no evo – hear no evo – speak no evo – RIDE NO EVO. lol

    To this day I’ve never owned one. I’ve never owned a bike made past the 70’s

    As far as new bikes. Some of them new Triumphs look interesting. They make Brough Superior again & if I was rich I’d try one.
    The new HD & Polaris stuff doesn’t interest me.

    But being a cheap bastard I’ll just plug along on my Shovel.

    Keep the faith

  4. Wolfenlover Says:

    I used to know Woody, many years ago. He’s probably forgotten me, more than
    likely, since I used to meet 10,000 different people each year, like him. But I just MIGHT be able to “tweek” his memory about me, and give him a “heads up” about this major con-artist, scam-aficionado, known as vinncy 1″er, coming to his camp-site?! See, the thing is vinncy1, you have too many pages on Google
    to ignore! You fuckin’ slimy bad-boy you! COP FAKE, Musician fake, bike builder
    FAKE, you sure are fuckin’ done here, & if I got any say, & I’m thinkin’ I DO,
    You gonna have to find another camp space besides Buffalo Chip, mother fucker!
    NO respectable person wants the likes of you in their vicinity!
    Guess we’ll fuckin’ see you scum bag!

  5. Shovelhead Says:

    Never trust a man who doesn’t give me a hard time! LOL

    Back when some of my friends were getting Evo’s, I refused. Harley’s started to look like Jap bikes to me. The shovel not only looked tough but had the best sound. That’s why I still ride one. Wish I had more money, I’d buy up every shovel I could find. But alas, I’m just another working man.

    I watched all the B Biker movies I could at the Drive-Inn. Mostly for the Bikes. HA 69 and wild angels were my favorites.

  6. Wolfenlover Says:

    Spectator, well ya ornery li’l fucker! And here I thought I had a drinkin’
    problem!!! LMAO Very well coulda been, young man. Been to at least TWO parties
    in mid 80’s. hehehe

    Swampy, for a felon to get busted with guns AND impersonating a pig, he sure
    didn’t do much time.I’m just surprised somebody hasn’t cut the little bastards
    throat yet!

    RESPECTS Rebel & to the real regulars

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