Mahindra Shifts Focus To Premium Two-Wheeler Market

Mahindra and Mahindra have announced their plans of shifting focus towards the premium two-wheeler market. The company has acquired controlling stakes in Classic Legends which will jointly work to form partnerships with other products and services to create a new lifestyle mobility company. With this initiative, Mahindra will be seen tapping the premium two-wheeler market with iconic motorcycle brands like BSA and JAWA.

Both companies are well-known brands that have a very rich history in the two-wheeler industry. BSA has a higher appeal worldwide and hence, will be initially targeted at the international market. JAWA, on the other hand, has a cult following in India and therefore will be introduced in the domestic market.

Speaking on the announcement, 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 market 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.”

The new BSA motorcycles will be designed and engineered using resources available within and outside the Mahindra family. With the target audience being modern-classic enthusiasts, initially, one bike will be developed, from which different variants will be derived. For JAWA motorcycles, the bikes will mostly be designed in and around India. Manufacturing of the bike will be done at Mahindra’s Prithampur plant in Indore. The models developed will be marketed under a more affordable brand in the Indian two-wheeler space. It is expected to be roughly around two years before the new products will be ready.