ERIK Buell Racing has opened its first European office in the Netherlands.
The new office located in Alkmaar, just north of Amsterdam, will help increase brand awareness and begin offering the firm's 1190RX sportsbike at dealerships in Europe, as well as the U.S. and Australia.
Based on the 1190RS, the RX is planned to go on sale during the first quarter of 2014.
The bike makes 185hp from its 1190cc V-twin and weighs 190kg without fuel.
The European office will also play a key role in supporting the EBR World Superbike Team and its riders Geoff May and Aaron Yates.
Hero MotoCorp, the largest two wheel manufacturer in India, paid $25 million for a near 50% stake in the company, in July last year
The Indian firm is intending to offer its bikes in North America for 2014, to increase brand recognition in the Western Market.
EBR’s new office in Europe could be the starting point for Hero to set up its own foundations and offer cheap Indian-built motorcycles in the European market.
