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Brammo teams up with Singapore firm

Deal will ramp up production of electric motorcycles
 Posted: 2:00 AM September 16, 2010

Electric motorcycle maker Brammo Inc. announced a deal Wednesday with Singapore manufacturer Flextronics to produce motorcycles and components.

Brammo said the partnership enables it to rapidly ramp up production to meet demand for products.

Brammo has manufactured motorcycles at its plant in Ashland since 2007. It is unclear whether Brammo will continue manufacturing in Ashland under the new deal, and phone calls to Brammo founder Craig Bramscher were not immediately returned Wednesday.

Bramscher said in a statement, "As Brammo pursues its international growth strategy, it is critical to our success that we continue to build our strong reputation for quality, reliability and serviceability.

"We can now scale globally with the demand and the rapid evolution of this growth industry."

Flextronics helps customers design, build, ship and service electronics products at its facilities in 30 countries on four continents. It counts Microsoft, Cisco Systems and Johnson & Johnson among its clients.

Bramscher told MotorcycleUSA.com the final assembly of the electric bikes will be spread out over the globe.

"(Flextronics) will be manufacturing all the electronics components, or most of them, and then they'll be doing the final assembly close to the point of consumption," Bramscher said. "Eventually the bikes for Europe will be made in Europe, bikes for Asia will be made in Asia, bikes in North America will be made in North America."

Bramscher indicated his firm will still design, engineer and specify Brammo components.

"Vendors for motorcycle components are not going to change," Brammo told Hell for Leather magazine. "We're not all of a sudden going to have a cheap Chinese brake on there. There should actually be a benefit on the quality side due to Flextronics' massive purchasing power."

Greg Stiles is a reporter at the Mail Tribune. Reach him at 541-776-4463 or e-mail business@mailtribune.com.


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