Home Back Issues March 2013 Tactics: Brammo

Tactics: Brammo

| Print |  Email
Articles - March 2013
Monday, February 25, 2013
Article Index
Tactics: Brammo
Page 2
0313 Tactics 02
// Photo by George Rubaloff

Another visionary concept of Bramscher’s finally came to fruition late last year. Polaris Industries out of Medina, Minn., a company known globally for its snowmobiles, ATVs and motorcycles, made a big move into the electric-vehicle arena in 2012, acquiring both North Dakota’s Global Electric Motorcars (GEM) and France’s Goupil Industrie SA. In October, Polaris and Brammo consummated a four-year courtship when Polaris acquired a minority stake for $28 million.

 

Bramscher’s looking for more, but the Polaris deal “helped dramatically.” Besides the capital, the deal cleared the way for Brammo to offer financing for dealer inventory, known as “flooring,” courtesy of GE Capital. Further, consumer lender Sheffield Financial has agreed to terms with Brammo to finance retail purchasers, Bramscher says. “Most [financing] companies want to see you have a couple hundred million in revenue before they’ll start financing.”

Beyond the numbers, the Polaris investment allowed Brammo to remain an Oregon-based asset. Bramscher says seven other states were actively recruiting him to relocate. One state’s package of incentives totaled $41 million. He admits, “There are days when I think I could just stop fundraising and take the money and go.”

Now that Brammo’s purchase of the 100,000-square-foot former Walmart facility in Talent is nearly completed, and with the announcement of plans to establish an R&D office in Portland, Bramscher says he’s here to stay. “That’s the plan,” he offers with a wry smile, thinking no doubt of how “the plan” has changed in the past three years.

As soon as the deed is recorded for the Talent property, Bramscher will establish a manufacturing facility to “cover all R&D for headquarters, assembly of batteries for North America and assembly of motorcycles for North America.” The R&D office in Portland will bring together a number of freelancers currently working out of their homes in the Portland area. Brammo also has designers and engineers working in Boston, Los Angeles and San Francisco.

Bramscher’s ever-evolving plan means big doses of globe-trotting. Currently, Brammo has more dealerships in Europe than in the U.S. thanks to growing demand for the commuter-oriented Enertia R, which is being built in Hungary in partnership with global manufacturer Flextronics. Bramscher also is working on deals in Singapore and Hong Kong while eyeing expansion into Japan, South Korea and maybe Malaysia, among other possibilities, including Mexico. Wherever he goes, Bramscher carries the Oregon business brand proudly. He’s urging the governor and legislators to color that brand in brighter shades of green. “We’ve got this amazing opportunity,” he says. “It’s good to be green. It’s something that fits the state so well.”



 

Comments   

 
Guest
-1 #1 RE: Tactics: BrammoGuest 2013-02-26 18:30:10
I can see why Best Buy dropped this idea - your article doesn't mention that the price for one of these e-bikes can never be justified with savings at the pump. My Honda gas burner gets 55mpg and cost less than $5000 almost brand new. These bikes, which can "get up to 100 miles" on a charge are retailing for over 18 THOUSAND? The extra 13K just isn't feasible. I initially was expecting maybe 7-8 grand, and I'm sure that's where the price would have to be if this company expects to take off. Sheesh!
Quote | Report to administrator
 

More Articles

Portland rises

News
Monday, August 18, 2014

IMG 2551Portland is in the middle of another construction boom, with residential and office projects springing up downtown, in the Pearl and Old Town. OB Web Editor Jessica Ridgway documents the new wave.


Read more...

The Scott Kveton affair

News
Wednesday, July 09, 2014
ScottKvetonBY LINDA BAKER | OB EDITOR

Scott Kveton, the CEO of Urban Airship is taking a leave of absence from the company. As the story continues to unfold, here’s our perspective on a few of the key players.


Read more...

Register for 100 Best Companies survey

News
Wednesday, August 20, 2014
OBM-100-best-logo-2015 150pxwBy Kim Moore | OB Editor

The 2015 survey launched this week. It is open to for-profit private and public companies that have at least 15 full- or part-time employees in Oregon.


Read more...

Blips and trends in the housing market

News
Thursday, June 26, 2014
062614 thumb realestateBY ERIC FRUTS | OB BLOGGER

Last year, the housing market in Oregon—and the U.S. as a whole—was blasting off. The Case-Shiller index of home prices ended the year 13% higher than at the beginning of the year. But, was last year a blip, or a trend?


Read more...

Community colleges and sustainability

Contributed Blogs
Thursday, July 31, 2014
sustainabilityBY MARY SPILDE | OB GUEST CONTRIBUTOR

Faced with the aftermath of the “great recession,” increasing concern about the environment and dwindling family wage jobs, we have some very important choices to make about our future.


Read more...

Is this employee right?

Contributed Blogs
Wednesday, August 13, 2014
081314 thumb employeefeelingsBY TOM COX | OB BLOGGER

When I say, “Your Employee is Always Right,” I do not mean “right about the facts,” but rather “right about how they feel” and “right about how they want to be led.”


Read more...

OB Video: Oregon MESA

News
Thursday, June 26, 2014

ThumbOregon Business hosts an informal roundtable discussion about the Oregon MESA (Mathematics, Engineering, Science Achievement) program.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS