A Familiar Liquidation Announcement for Buell

The ongoing motorcycle tragedy known as EBR Motorcycles, Erik Buell Racing or affectionately referred to simply as Buell, is riding to what seems its final chapter.

Considered one of the largest American manufacturers of superbike motorcycles, the last iteration of Buell saw its first bike roll off the new production lines in mid-March 2016 and even announced the release of its 2017 models. However, the money behind EBR Motorcycles called it a day in January after sluggish sales and a slow growth of dealerships.

A press release in January 2017 announced Liquid Asset Partners (LAP) was winding down productions, looking for a strategic investor to take over the brand.

That investor wasn’t found, leaving Buell to consolidate its long-term parts for dealer and warranty support as well as holding a piecemeal liquidation sale and live auction at EBR’s state-of-the-art factory for all remaining assets. Liquid Asset Partners, of Grand Rapids, MI will sell the factory assets in a two month on-site liquidation sale starting June 7, with a live auction June 8 that will include the state-of-the-art intellectual property and tooling used to manufacture the EBR Motorcycles, all factory production equipment, and many historical artifacts in the factory.

“This is the motorcycle deal of a lifetime,” said Bill Melvin, CEO of Liquid Asset Partners. “For any motorcycle fan the deals are too cheap to miss. You can buy anything from a race motorcycle, hand tools, and all the way to buying the iconic motorcycle brand itself. We sell at such huge discounts, people fly in from all over the world! Some people will start a new business just from buying these deals.”

EBR's 2017 Black Lightning

The sale will be held in three parts:

  • The onsite public liquidation sale will start June 7 at the factory with tons of parts, tools, and historical items for sale piecemeal and will continue for two months.
  • The public auction will be on June 8 at the factory and will include the factory production equipment, test equipment, and numerous additional lots, including the intellectual property of EBR Motorcycles and production tooling located at suppliers across the globe.
  • The excess motorcycle parts, over $15 million at retail worth of inventory will be liquidated through a discounting process through the standard parts ordering process.

“This will represent the largest factory liquidation of sport motorcycle manufacturing facility,” said Melvin. “These super bike parts and equipment, which are rolling art, are selling at enormous discounts, right off the factory floor. With the sale 30 minutes from Milwaukee, the motorcycle capital of the World, it is quite a sight to see the factory in person. The sale is open to the public, and they can buy not only the motorcycles parts, but also the tools and equipment from which they were made.”

The liquidation sale starts Wednesday June 7 at 10:00 a.m., the live auction starts June 8 at 10:00 a.m. Buyers may view the assets online or head to the factory on June 7, to see where and how they were made.

“We have no illusions, the market is very soft and we are prepared to deeply discount everything,” said Melvin. “It’s stacked high and we’re selling it cheap. Everything must be sold regardless of cost or loss. The public won’t want to miss these deals.”

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