Tactics: Brammo

| Print |  Email
Articles - March 2013
Monday, February 25, 2013
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

Nine lives

Linda Baker
Friday, May 22, 2015
0f4f7bfBY LINDA BAKER | EDITOR

Roy Kaufmann always lands on his feet.


Read more...

100 Best Green Workplaces announced

News
Wednesday, May 27, 2015
OBM-100-best-Green-logo-2015-1000pxwBY LINDA BAKER | EDITOR

More than 250 people turned out today for Oregon Business magazine’s seventh annual celebration of the 100 Best Green Companies to Work For in Oregon.


Read more...

Change at the pump?

The Latest
Tuesday, May 26, 2015
001thumbBY JASON E. KAPLAN | STAFF PHOTOGRAPHER

New Jersey and Oregon are the only two states in the U.S. that ban self serve gas stations. But these two holdouts may be ready to give up the game. New Jersey is considering legislation that would lift the state's ban on pumping your own gas. Oregon is considering smaller scale changes.


Read more...

Beneath the Surface

May 2015
Thursday, April 23, 2015
0515-goodhacker01 250pxwBY LINDA BAKER

On April 1 I attended a forum at the University of Portland on the sharing economy. The event featured panelists from Lyft and Airbnb, as well as Portland Mayor Charlie Hales. Asked about the impact of tech-driven sharing economy services. Hales said the new business models are reshaping the landscape. “But,” he added, “I don’t pretend to understand how a lot of this [technology] works.” 


Read more...

6 highlights from the Craft Brewers Conference

The Latest
Friday, April 17, 2015
thumbcbcPHOTOS BY  JASON E. KAPLAN

The 32nd annual CBC attracted a record number of attendees (11,000)  to the Oregon Convention Center.


Read more...

The Green Paradox

June 2015
Friday, May 22, 2015
BY EMILY LIEDEL

Inside the topsy-turvy world of corporate sustainability rankings.


Read more...

Queen of Resilience

June 2015
Friday, May 22, 2015
BY AMY MILSHTEIN

Astrid Scholz scales up sustainability.


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