Erik Buell Racing. Creating Small And Specialized Motorcycles For The India Market. To Distribute Exclusively Scooters And Small Motorcycles Built In Indian.

ErikBuellWhat was the intention of New-Dehli, India based Hero-Motocorp when the company bought 49% of Erik Buell Racing (EBR) in 2011 for $25 million? As reported at the time to build a 70,000 sq.ft facility in East Troy, Wisconsin and help Erik Buell Racing produce more efficiently its sport bikes, like the newest model, the 1190SX, for sale at $16,995. But EBR is doing much more than this for Hero-Motocorp. Selling consulting projects, including an engineer concept for a hybrid scooter with top speed of 62 mph, for a diesel work bike built to haul heavy loads and other models that Hero could market in India, taking advantage of a fast growing middle class.

In addition, during Summer 2015, Erik Buell Racing will become the sole and exclusive distributor in North America of several Hero motorcycle models, all low-priced entry-level bikes, a scooter, a light weight sport bike, city motorcycles in different cc’s, and more. The objective, as Harley-Davidson does it with the 2 Street models and Polaris with the Indian Scout, is to acquire young and new riders to sell to them later higher-end most expensive motorcycles.

EBRFor the next 2 decades manufacturers know that future growth will be in the small and mid-weight motorcycle segments. And if you want a few numbers to be convinced, know (source Pew Research Center): 1- that more than 10,000 Americans turn 65 every day. 2- By 2030, 18% of the US population will have reached 65, which is the entire baby-boomer generation… 3- By 2020, 12 countries in the world outside the US (including almost all Europe) will be super-aged with 20% of the population over 65.

14 Responses to “Erik Buell Racing. Creating Small And Specialized Motorcycles For The India Market. To Distribute Exclusively Scooters And Small Motorcycles Built In Indian.”


  1. 1 Rodent Aug 31st, 2014 at 8:32 am

    Is Erik Buell getting Indian Citizenship also?

  2. 2 Brenda Terrell Aug 31st, 2014 at 9:29 am

    For sure Erik Buell is smarter than Rodent. Erik Buell is a very intelligent motorcycle engineer and a very smart businessman.

  3. 3 Chris Gross Aug 31st, 2014 at 9:32 am

    After the Harley episode, happy to read that Buell is successful again.

  4. 4 Rodent Aug 31st, 2014 at 9:34 am

    Brenda,
    if he’s so smart!
    Is that why Buell can’t even use his name on his motorcycles since parting with the MoCo?

  5. 5 Shifter Aug 31st, 2014 at 9:38 am

    Rodent. He was paid by HD for the use of his name. He was paid for not using the name “Buell Motorcycles” But he has the right to use “Erik Buell Racing” and “ERB” as trade names. Who is the smart guy?

  6. 6 James just another crazy Kiwi Aug 31st, 2014 at 1:54 pm

    He is a very clever guy, I wish him well in these exploits .
    It hopefully is another way of getting young people into Motorcycling and for us to see him express his engineering excellence.
    No pressure Eric……lol

  7. 7 roadkingajb Aug 31st, 2014 at 5:57 pm

    Rodent admit defeat! Erik Buell is officially smart and clever.

  8. 8 Gina Woods Sep 1st, 2014 at 11:18 am

    One door closes and another door opens!!

  9. 9 B. D. Howard Sep 1st, 2014 at 1:01 pm

    Did Erik Buell strike this deal with Hero at a pow-wow while smoking a peace pipe?

  10. 10 B. D. Howard Sep 1st, 2014 at 1:04 pm

    So Indian motorcycles are now made in America while the American company EBR will be selling Indian motorcycles (ones made in India). Confusing much?

  11. 11 Pinhead Sep 1st, 2014 at 2:44 pm

    I wish Eric the best of luck, he is hands down the best motorcycle Designer/engineer in the US. HDs biggest mistake ever was getting rid of him.

  12. 12 martin twofeather Sep 1st, 2014 at 3:06 pm

    I to wish Erik the best of luck,he is a great person one on one and after all the hard work he has done he deserves the best…..

  13. 13 Robert Pandya Sep 2nd, 2014 at 10:45 am

    Eric will go down as a legend in this industry. His focus and drive are really amazing. Good to see such a tenacious and savvy guy having the guts to push on despite negativity.

    Cheer – EBR team – all the best to you guys.

    Robert Pandya
    Motorcycle Fan

  14. 14 BigWave916 Sep 3rd, 2014 at 11:56 am

    Glad to see most of the posts are positive. I’ve met the man, our kids went to the same high school, not that it proves anything.

    I have the utmost respect for Erik. To leave his job at Harley-Davidson and strike out on his own, then build a business that H-D wanted to buy in to, then when they decided to close it down, he comes out of it smelling like a rose. Now he has struck a huge deal that will make him a lot of money and allow him to keep his hand in innovating and engineering new products for new markets.

    I am sure Robert is right when he said “Eric (sic) will go down as a legend in this industry.”

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