Mahindra To Revive BSA And JAWA Brands

Mahindra aims to build a lifestyle mobility company with its subsidiary, Classic Legends, using iconic brands like BSA and JAWA. 

We have already reported that Mahindra & Mahindra has acquired controlling stakes in Classic Legends Private Limited (CLPL) that has recently acquired the classic British motorcycle brand, BSA. Now, Mahindra has announced its plans to refocus on the two-wheeler business with its new subsidiary. The company wants to target premium, niche segments and to co-create a lifestyle mobility company with exciting and relevant partners across products and services.

Besides acquiring BSA, Classic Legends has also signed an exclusive brand license agreement with JAWA for India and select geographies in Asia. Using the heritage value and customer loyalty of both the iconic brands, Mahindra plans to enter previously untapped motorcycle segments.

Revealing the future plans of the company, Dr Pawan Goenka, executive director, M&M, 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." 

BSA has a great history in the world of motorcycling with a global appeal suited to international markets, while the popularity of JAWA is evident from its cult following in India. However, both now lack capabilities in design and engineering, which will now be provided by Classic Legends. 

Classic Legends will get access to some of the best global design expertise available at Mahindra Racing's technical development centre in Italy. And advanced products developed with the help of this facility will also capture the DNA and ethos of BSA and JAWA. The company aims to launch its first few products in around two years, and these will be introduced under the respective classic brand names instead of Mahindra Two Wheelers.

Till now, Mahindra hasn't announced any merger of Peugeot Motorcycles (PMTC) with Classic Legends. So, PMTC will continue to focus on premium new products such as the Metropolis, Django and Speedfight. Mahindra Two Wheelers will also continue with its product line-up for now with its existing brands Centuro, Gusto and Mojo. The company also announced that Classic Legends will share the Pithampur plant in Madhya Pradesh with the Mahindra Two Wheelers line-up soon. So, we can expect the launch of BSA and JAWA bikes in India as well.