Buell is back in business

After months of speculation from motorcycle dealers, media and sportbike enthusiasts, Erik Buell Racing (EBR) today unveiled their latest sportbike, the EBR 1190RX, at the American International Motorcycle Exposition (AIMExpo) in Orlando.

While the new, street-legal high performance motorcycle is a direct descendant of EBR’s race-bred limited edition 1190RS Super Bike, the 1190RX features many new rider-focused features and has substantially raised the bar over competitive sportbike offerings. 

Most notably, the new motorcycle weighs-in at just 419 pounds, yet boasts 185 horsepower and 102 ft.-lbs. of torque from its ET-V2 1190 cc V-Twin engine. Few, if any, production motorcycles have ever produced this level of peak torque. The 1190RX’s wide torque band assures riders that ample power is available in every gear, and 21 traction control settings keep the power within the rider’s control in all road conditions. Aside from boasting the broadest torque band, the new engine delivers a combined highway/city fuel economy of over 40 mpg. Likewise, the hydrocarbons and nitrous oxide exhaust emissions produced by the 1190RX are less than 25% of those allowed by U.S. Environmental Protection Agency (EPA) standards. Carbon monoxide emissions are just 6% of the level allowed by U.S. federal regulations.

The breakthrough engine design and EBR’s racing-inspired handling features are coupled with all-new styling and scientifically-derived aerodynamics that rival the performance and drivability of any superbike produced by any manufacturer in the world.(Hmm..!?) 

The multi-function digital instrument gauge cluster allows the rider to adjust performance parameters such as traction control, as well as to access numerous functions including track performance data, service intervals and system diagnostics.

Perhaps the most surprising announcement during the unveiling and accompanying press conference, however, is the 1190RX’s price: The new model is being offered with a Manufacturer’s Suggested Retail Price (MSRP) of just $18,995 (US market).

The EBR 1190RX is completely assembled at EBR’s facility in East Troy, Wis., combining EBR’s in-house engineering and manufacturing capabilities with specialized components from world-class suppliers around the globe. 

Full-scale production is scheduled to begin in December, 2013.

EBR Europe

At the same time of the introduction of the 1190RX in the USA Erik Buell Racing has announced that the famous brand will also be represented on the European market. The European import organization will be headed by Dutchman Edwin Belonje, Managing Director Erik Buell Racing LLC.  

Belonje has gained vast experience in the international motorcycle industry and has a broad automotive & motormotive experience in all aspects of sales throughout Europe but also in Asia. He has excessive experience with retail, wholesale and manufacturer wholesale. Before his appointment Belonje was Managing Director - Europe for Zero Motorcycles Inc and prior to that International Sales & Marketing Manager, Europe & Asia for Triumph Motorcycles Limited.

Edwin Belonje: “It is a great challenge for me to build and expand the famous Erik Buell Racing brand in Europe. I am convinced that with the innovative capabilities of EBR Motorcycles the products will be distinctive in the market place. My first task is to set up a European distribution network. I am impressed by the EBR 1190RX, but there is much more to come. I am convinced that EBR will gain a strong position in the market in the near future.”