Erik Buell Racing, Bruce Belfer wants to continue producing motorcycles

Erik BuellRacing – The big news this week is that Erik Buell Racing was purchased, as a going concern, by Atlantic Metals Group LLC. Leading the “buyout effort” is Bruce Belfer, who will become CEO of EBR, while now the big news is that Erik Buell will remain president of the brand.

During an interview with the Milwaukee Business Journal, Bruce Belfer, number one of Atlantic Metals, explained what he means restart the core business of Erik Buell Racing, that is, producing motorcycles. This statement of course refers to EBR's work for Hero Motocorp, which purchased the American brand during the receivership procedure for 2,8 million dollars. Belfer's various comments to the Milwaukee Business Journal tell of his vision for EBR's prospects as a stand-alone motorcycle brand. But he is also certain that the consultancy work between EBR and Hero Motocorp has fueled the operations of the brand led by Erik Buell.

Keeping Erik Buell in the saddle, perhaps, is a double-edged sword. The Buell name is invariably linked to EBR and much of the brand's following derives from Erik Buell himself. However, Belfer's arrival is fundamental for EBR which will probably be able to count on strong access to capital, on the ability to re-instill confidence in customers and in the market, being able to produce motorcycles that can compete in price, performance and quality. As always, time will tell what will happen to another historic two-wheel brand.