Classic Legends, Mahindra’s premium two-wheeler, aims a significant overhaul, injecting Rs 875 crore for potential BSA brand introduction in India by 2025
BSA’s India Market Entry
While specific timelines are yet to be finalized, sources suggest that BSA motorcycles could hit Indian roads within the next 12-18 months.
This move aligns with BSA’s global expansion plans, including launches in Australasia and the US in 2024. The electric variant of BSA is expected to be manufactured at Classic Legends’ plant in Pithampur, Madhya Pradesh.
Classic Legends’ Vision
Ashish Joshi, CEO of Classic Legends, expressed the company’s ambition to become the second-largest brand in India’s growing midsize motorcycle segment.
Currently averaging around 4,000 to 5,000 bikes per month, Classic Legends aims for a substantial increase in volumes through product launches and network expansion.
Strategic Moves
Classic Legends plans to bring new versions of the iconic Yezdi during 2024 and expand its dealership footprint from 423 to 500 outlets to boost sales.
The potential launch of BSA in India could coincide with Royal Enfield’s entry into the electric vehicle space in H1 2025, setting the stage for an exciting competition in the evolving market.
BSA: From Legacy to Revival
BSA, acronym for Birmingham Small Arms, boasts a rich history dating back to 1861. Initially known for manufacturing guns, it evolved into the world’s largest motorcycle maker by the 1950s.
However, facing bankruptcy, production ceased in the 1970s. In 2018, Mahindra Group acquired the brand, and with the support of the UK government, BSA received a grant of GBP 4.6 million to develop electric bikes.
Current Portfolio and Future Aspirations
Classic Legends currently offers a diverse portfolio of 8 models, spanning 5 engine platforms with various form factors and variants.
While considering the potential launch of BSA in India, the company is also contemplating the inclusion of twin-cylinder motorcycles and electric vehicles in its future product lineup.
Market Dynamics
Ashish Joshi acknowledged that while twin-cylinder bikes are under consideration, the current demand in the Indian market is relatively low.
He emphasized that the company’s priorities are defined based on market demand, keeping the evolving preferences of Indian riders in focus.
Our Take
Classic Legends’ strategic moves, including the possible introduction of the historic BSA brand and expansion plans in India, indicate an exciting phase for the company.
As the motorcycle industry witnesses transformations, Classic Legends positions itself for growth, promising a diverse and innovative lineup for discerning riders.