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Mahindra to launch BSA Motorcycles. The first bike to be showcased at EICMA 2018
Mahindra Two Wheelers have been busy investing in various product lineups. Starting from the Gusto scooter to the Centuro budget commuter and finally the premium segment Mojo. The company has seen immense success in a short span of time while benefitting majorly from the scooter and commuter segment. With Mahindra Two Wheeler’s dealerships reaching far ends of the nation, the company is planning to revive classic heroes of the past like the Jawa and the BSA motorcycles. Acquired in October 2016, BSA motorcycles will be the first one to showcase a final product. The same will take the centre stage at the company’s stall at EICMA 2018.
We’re sorry you’ve missed out on your favourite ride for all these years, Santa…We’re working on getting it back for you…A shiny new one, but with all the character of your old steed… pic.twitter.com/lgj0C7staC
— anand mahindra (@anandmahindra) December 25, 2017
In a tweet by Anand Mahindra, M.D. CEO of Mahindra and Mahindra Group exclaims the revival of the brand by publishing an old advertisement featuring a Santa who dropped its reindeers and chose to ride a BSA motorcycle instead. In the tweet, Anand Mahindra states “We’re sorry you’ve missed out on your favourite ride for all these years, Santa…We’re working on getting it back for you…A shiny new one, but with all the character of your old steed…”.
BSA Motorcycles – Mahindra Acquisition
Evident by the tweet, the BSA motorcycles are indeed coming back and if reports are to be believed, they might start rolling out next year itself. The sad part though is that neither these bikes will be manufactured or sold in India initially. Mahindra plans to manufacture the BSA motorcycles out of the UK facility while catering to customers from UK, US and Europe in the initial phase. The details of the second phase or if India is included in it are scarce as of now.
Shedding light on the acquisition of BSA by Mahindra Group subsidiary Class Legends Pvt. Ltd. wherein the company bought 100% of the 1.2 lakh shares of BSA cycles in 34 lakh pounds a.k.a. INR 28 crore. The acquisition was done was done back in October 2016 and the research and development of its products started immediately. The terms of the acquisition include the license to marketing, selling and distributing BSA motorcycles globally.
Mahindra is looking to expand into premium and niche markets with recent acquisitions – BSA company and Jawa Moto. Jawa is a well-known brand amongst bike enthusiasts and is famous for the heritage and never ageing design. Mahindra aims at retaining the ‘character’ of these bikes while modernising the mechanicals to make them more reliable and efficient.
Stay tuned to read more about upcoming BSA Motorcycles.