East Troy, Wis.— EBR Motorcycles, LLC (“EBR”) located in East Troy, Wisconsin will begin a wind down of production operations commencing next week. EBR will continue to honor warranties and provide technical and parts support to current dealers and riders who bought motorcycles manufactured by EBR. EBR will continue to review strategic alternatives with interested investors regarding production operations.


The decision was a tough one for EBR as it has been solely focused on the growth and building EBR for success. The team at EBR has worked tirelessly making every effort to build the company. There is no fault on any of the team at EBR for this decision. They and their families have our deepest gratitude for their efforts and dedication to EBR. This difficult decision was based primarily on EBR facing significant headwinds with signing new dealers, which is key to sales and growth for a new company. In addition, EBR has had limited production in 2016 and 2017 that was under goal. The combination of slow sales and industry announcements of other major OEM brands closing or cutting production only magnified the challenges faced by EBR.

The limited production of remaining 2017 and 2016 EBR motorcycles are currently available from EBR’s top dealers. A sale of production equipment and excess parts will start in March.



  1. as a former EBR dealer, i am not glad that they are gone. if liquid assets[the owner] had approached the existing dealer network with a plan to ease our pain & an idea to build the dealer network for the future, they may have been able to come out of this with a tremendous profit[maybe they are content with what they made] – however, they showed their real face – do whatever we can to maximize our short term profit & then sell it without regard to the dealers – liquid assets is out for themselves [as it should be] without regard for any that helped them. i’d hate to be stranded with them somewhere. i learned from this episode & i also learned that L Assets is a short term player for anything i do with them in the future – cover your derriere – we’re all big boys but barely a year & pull the plug – i’m glad i didn’t get sucked in…again


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