Revving Up the Roads: Mahindra's Classic Legends Aims High with BSA Revival and Electric Venture

Classic Legends, Mahindra's two-wheeler division, is embarking on a significant expansion strategy in India's motorcycle market, with ambitious plans to reintroduce the iconic British brand, BSA, and venture into the electric vehicle segment. To fuel these endeavors, the company is seeking a fresh infusion of funds amounting to Rs. 875 crores, aimed at broadening its model range and dealership network.

In the advanced planning stages, Classic Legends is gearing up to launch BSA motorcycles in India within the next 12-18 months. BSA, steeped in history since 1861, became part of the Mahindra Group in 2018.

The expansion roadmap encompasses key markets such as Japan, Australia, New Zealand, and India for the introduction of BSA motorcycles. Notably, the focus is on manufacturing BSA's electric motorcycles at the Pithampur plant in Madhya Pradesh. The electric vehicles are anticipated to hit the market around the same time as Royal Enfield's entry into the electric space, scheduled for the first half of 2025.

Ashish Joshi, CEO of Classic Legends, envisions the company becoming the second-largest brand in India's midsize motorcycle segment. With a strategic emphasis on product launches, network expansion, and a broader global footprint, the company aims for substantial growth in sales volumes. While specific targets were not disclosed, Joshi sees significant potential for expansion, leveraging the recent fund infusion.

In addition to the BSA revival and electric vehicle foray, Classic Legends is considering the introduction of twin-cylinder motorcycles. Joshi, however, pointed out that the current demand for such bikes in the Indian market is relatively low. While not dismissing the possibility, Joshi stressed the importance of aligning priorities with market demand.