Mahindra & Mahindra that recently acquired the UK-based two-wheeler manufacturer BSA Company, revealed its future plans for the Indian two-wheeler market. The company is currently weighing its options for the premium niche segments, and will contemplate untapped markets with the recently-possessed BSA and JAWA brands.
With the new acquisition, Class Legends has signed an exclusive Brand License agreement with JAWA for the Indian and select Asian markets. Under this agreement, the company will be authorized to utilize the license for marketing, selling and distributing motorcycles across the globe. This will help M&M spawn a lifestyle mobility company with exciting and relevant partners across products & services. Also Read – Mahindra Mojo Likely To Get A Cheaper Variant
While BSA Company has an extensive global approach, JAWA has its cult following in India. It will help the home-grown two-wheeler manufacturer expand its business in both international and domestic markets. Classic Legends will not only leverage the best global capabilities in design and engineering, but also help design and launch products with the expertise available at Mahindra Racing’s technical development centre in Italy.
Commenting on the same, Dr Pawan Goenka, Executive Director, Mahindra & 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 life style”.
Mahindra has also confirmed that JAWA products are already under development, and the first release will happen within the next two years. The first product might make its debut at the 2018 Auto Expo. The production of the JAWA products will take place at Mahindra’s Pithampur-based plant. The bikes produced under JAWA brand will not have Mahindra badging, and the company will setup separate dealerships for these products across the country.
Currently, M&M has no plans to introduce the BSA brand in India. However, the BSA bikes will be designed with some inputs from the company’s Pune-based R&D team. These motorcycles will be sold in three major countries – USA, UK and Italy.