After a surprise takeover of the iconic British motorcycle marque – BSA, Mahindra and Mahindra today revealed the reason behind it and its future plans in the two-wheeler market. They announced that they have shifted their focus of its two-wheeler business towards premium niche market and will enter newer and previously untouched territories with its newly acquired brands – BSA and JAWA.
Classic Legend Pvt. Ltd, a subsidiary of Mahindra and Mahindra acquired 100% of the share capital of BSA company limited. This has enabled Mahindra to acquire all of the BSA licensing for marketing and merchandising products under the BSA nameplate globally. This has opened a world of opportunity for re-launching and re-establishing the classic British motorcycle marque as a ‘new’ global motorcycle brand.
The JAWA brand of products will be made in India at Mahindra’s Pithampur plant and work for this is already underway. We will see the first product come out of this plant within the next two years, so, yes Mahindra might be looking at the 2018 Auto Expo as a deadline to showcase its first Jawa product, while the launch will happen later. The bikes would continue their heritage and there would be no Mahindra badging on any of the bikes.
Announcing the company’s new plan of action, Pawan Goenka 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.”