Mahindra has just announced that it is planning to take on a niche premium segment (the one controlled by Royal Enfield) with the acquisition of Classic Legends. This lifestyle mobility company recently acquired classic motorcycle brands like BSA and JAWA.
Which means, Mahindra has now acquired BSA Company including all its existing global brand rights. In addition, it also has a brand licence agreement with JAWA, for India and select geographies in Asia like Sri Lanka and Bangladesh. From the two brands they have acquired, BSA will be a bigger one with more global appeal and target markets including Italy, Germany, France, UK and USA. The JAWA motorcycles will be targeted at the domestic market, owing to the huge cult following in the country. The BSA motorcycles will not be sold in India.
Speaking on this development, Dr. Pawan Goenka, executive director, Mahindra and Mahindra said, “We are very excited about the new journey that we are embarking upon in the two wheeler space. Our focus on the premium, niche segment through Classic Legends will bring alive some iconic brands like BSA and JAWA, not just in the form of products but as an entire lifestyle.”
The motorcycles are expected to be designed and engineered with the help of Mahindra Racing’s technical development centre in Italy. Which means that these motorcycles will be “neo-retro” machines unlike their competition. The JAWA motorcycles will be built at the Pithampur plant in India and there is no word on BSA’s manufacturing plant as yet. Both these motorcycle companies will have their own dealership and have no Mahindra badging on them.
We feel Mahindra will take on Royal Enfield in India with the JAWA brand. As for BSA, the upcoming motorcycle company could take on the likes of Triumph. Both JAWA and BSA are still two years away from their first launches. Since both the brands are lifestyle mobility brands, expect them to offer a range of motorcycle gear, clothing and merchandise, just like their competition.
