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

5 questions for inDinero CEO Jessica Mah

The Latest
Tuesday, March 31, 2015
jessicathumbBY JACOB PALMER | DIGITAL NEWS EDITOR

inDinero, a business that manages back-office accounting for startups and smaller companies, recently announced it would relocate its headquarters from San Francisco to Portland. We talked to CEO Jessica Mah about what drew her to Portland and how she plans to disrupt the traditional CPA model.


Read more...

Can small be large?

Linda Baker
Wednesday, April 01, 2015
040115-lindablogthumbBY LINDA BAKER

Leaders in Oregon's ag sector gathered this morning in Portland’s Coopers Hall winery/taproom to discuss the role of the region as an export gateway, impediments to exporting products and solutions to containerized shipping challenges.


Read more...

Epitaph for a Boondoggle

April 2015
Friday, March 27, 2015
BY JOE CORTRIGHT

The CRC is a cautionary tale about how we plan for, finance and invest in transportation infrastructure.


Read more...

City announces plans for Portland summer-league baseball team

News
Tuesday, March 10, 2015
IMG 3888BY JACOB PALMER | OB DIGITAL NEWS EDITOR

Baseball is returning to Portland and city officials are hoping economic opportunity comes with it.


Read more...

Banking Perspective

April 2015
Thursday, March 26, 2015
BY KIM MOORE

A conversation with Craig Wanichek, president and CEO of Summit Bank.


Read more...

10 Twitter highlights from #OR100Best

The Latest
Friday, February 27, 2015
100bestBY OB STAFF

Oregon Business held its  22nd annual 100 Best Companies to Work For in Oregon celebration Thursday night in the Oregon Convention Center.


Read more...

Power Players

April 2015
Friday, March 27, 2015
BY ROBERT MULLIN

A new energy-sharing agreement sparks concerns about independence and collaboration in the region's utility industry.


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