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Erik Buell Remains the President of EBR, Bike Production Restart Planned

Erik Buell Racing is expected to be brought back to life soon, says the new owner of the motorcycle manufacturer, Bruce Belfer. Bruce Belfer is the CEO of Atlantic Metals Group LLC, the company who last week bought all the assets of Erik Buell Racing in an auction organized by the receiver, for $2.25 mil (€2.06 mil).
EBR bike in US flag livery 3 photos
Photo: imgur.com
Bruce Belfer, the new EBR CEOEBR bike in patriotic livery
Atlantic made a stalking horse bid ahead of the actual auction and since nobody showed interest in topping his offer, the New Jersey company sought court approval for buying all the assets of EBR's manufacturing operation.

Bruce Belfer will become the new CEO of Erik Buell Racing, and he has already told the media that he will keep Erik Buell as President for EBR. He also added that he will be a constant presence in the East Troy, Wisconsin headquarters, and will keep an eye on the whole operations as production will resume.

Reopening contact with company suppliers, customers and dealers will be followed soon by production restart

Belfer says that as of this week he will make all the diligences required to reopen contact with all those involved in EBR's operations, including company suppliers, dealers network, and even customers. Once he reaches an agreement, the motorcycle production is expected to be restarted soon, Belfer adds.

He also accounts that he contacted Erik Buell just after the news that EBR entered receivership surfaced. "Without the consulting work the company was doing for Hero MotoCorp, the motorcycle company was a viable business. In my opinion, what was a viable manufacturing operation had become distracted by a single-customer consulting operation," Belfer adds according to Milwaukee Business Journal.

The new EBR CEO plans to bring back the former employees and says that they are the most valuable asset of the company, whereas machinery comes second. "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,” said he.

Also, it seems like Belfer's company was mistaken for a scrap metal one. In a short message posted to an EBR  Facebook group, Bruce Belfer sheds light on the matter and sounds reassuringly determined.

"To address any confusion, Atlantic Metals division of BGI is a manufacturer of fabricated metal equipment in the architectural, electrical and lighting businesses. We are not in the scrap metal business. We make things. We make them here in Jersey, in the USA, with American engineers, American ingenuity, and American skilled labor. Been at it for over 30 years. We know how. EBR is intact and in good hands. Thanks for keeping the faith! More to come. Time to get to work..."

Godspeed Bruce and Erik, this may be the dawn of a new era for the iconic American motorcycle!
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