GRAND RAPIDS — The executives behind an iconic American superbike brand are breathing new life into the company and relaunching “boutique” motorcycle production in West Michigan. By establishing low-volume production of EBR Motorcycles in Grand Rapids, owner Bill Melvin hopes to bring sustainability to the company founded by famed motorcycle racer Erik Buell some 35 years ago.
Bill Melvin grew up around motorsports, so it seems only natural that being a gearhead would translate into his professional life. Melvin owns and operates Liquid Asset Partners, a Grand Rapids-based asset liquidation firm. The company specializes in selling assets of distressed companies, healthy companies looking to offload old equipment and inventory and business owners looking to transition out of their business. Lately, Liquid Asset Partners has taken a slightly different path, acquiring two iconic names in motorsports: motorcycle manufacturer Eric Buell Racing, headquartered in East Troy, Wis., and most recently Braselton, Ga.-based Skip Barber Racing School. Melvin spoke with MiBiz about his company’s decision to acquire these organizations as well as his business model and future plans.