This has been driving me nuts for a few years now. My OCD finally got the better of me and I wrote to them:

"Hi! My fellow riders and I are wondering about the pronunciation of your brand name. We use the following various versions, but we're dying to find out the correct way to say it! Is it;

AZ ur bee
a ZUR bee
a SUR bus
ASS ur bee
a SUR bee
AY sur bee
ay SUR bis

???? HELP US!!! )

Signed, Happy customers."

And here's the reply I received (within about 2 minutes).... Ah chair beez

I wasn't even close!

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2014 KTM 690 Enduro R

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2015 KTM 500 EXC
2008 KTM 990 Adventure S

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So many roads so little time but... AGATT

2019 F850GSA
2018 Multistrada 950
2016 WR250R

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2016 FE 501

I always thought it was "a SUR bus".

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Mike R.
2014 Honda CRF250L