Classic Legends, Mahindra's premium two-wheeler division, is gearing up for a significant expansion in its model range and dealership network, buoyed by a planned fund infusion of Rs 875 crore. As part of its growth strategy, the company is considering the introduction of the iconic British motorcycle brand, BSA, into the Indian market. This move is expected to contribute to Classic Legends' presence in the expanding premium motorcycle segment. The BSA brand is set to make its debut on Indian roads within the next 12-18 months.
BSA Brand in India
- Classic Legends plans to launch the BSA brand in India, with the timeline for its market entry currently under finalization.
- BSA, having been launched in key European markets, is set to expand globally in 2024, including markets like Japan, Australia, New Zealand, and India.
- The electric motorcycle under the BSA brand will be manufactured at Classic Legends' plant in Pithampur, Madhya Pradesh.
Focus on Midsize Motorcycle Segment
- Classic Legends aims to be the number 2 brand in the midsize motorcycle segment in India.
- The company sees significant growth potential in this segment and envisions a multifold increase in volumes with a renewed focus on product launches and network expansion.
Investment Plans
- Mahindra, the parent company, has announced a planned investment of Rs 875 crore over the next 2-3 years to fuel the future growth of Classic Legends.
- The funding will be sourced through internal accruals and external investors.
Yezdi and Dealership Expansion
- Classic Legends is set to introduce new versions of the Yezdi model during the year.
- The company plans to expand its dealership footprint in India from 423 to 500 outlets, contributing to incremental sales.
BSA Brand History
- BSA, an abbreviation for Birmingham Small Arms, was originally established in 1861 for gun manufacturing and later transitioned to bicycles and motorcycles.
- Acquired by the Mahindra Group in 2018, BSA is now set to re-enter the Indian market as part of its global revival.
Twin-Cylinder Bikes and EVs
- Classic Legends is exploring the possibility of introducing twin-cylinder bikes, and EVs are also under consideration for its future product portfolio.
- While twin-cylinder bikes have been explored, the market demand in India remains a determining factor for prioritizing new offerings.
Government Support for BSA
- Classic Legends, with support from the UK government, received a grant of GBP 4.6 million (about Rs 48 crore) for the development of electric bikes under the BSA brand, creating local jobs.
Classic Legends' strategic moves, including the potential introduction of the BSA brand and the exploration of twin-cylinder bikes and EVs, underscore its commitment to evolving with market dynamics and contributing to the growth of the premium motorcycle segment in India. The infusion of funds and expansion plans position Classic Legends for an exciting phase of development and market expansion.