BSA Motorcycles has reached yet another significant milestone in the revival of the iconic British brand as it partners with Peugeot Motocycles for the European distribution of the new Gold Star.In 2021, after a tantalising 50-year wait, BSA launched the Gold Star, its first new model following the acquisition by Classic Legends, a subsidiary of the Mahindra Group.
A sister company to BSA in the Mahindra group, Peugeot Motocycles was established in 1898 and has a long and rich history as the oldest manufacturer of motorcycles. A strong established network of dealerships across Europe and the affinity in history and values made them the natural choice for the European distribution partner of BSA.
The BSA team will be at the Peugeot Motocycles stand at EICMA, Milan from 8th to 13th November and further details of the partnership, distribution and dealer network will follow in early 2023.
Ashish Joshi, CEO, Classic Legends, and Director of BSA Company Ltd, said: “This is the next exciting step for us to bring BSA bikes, a great British brand, to the rest of the world. Peugeot Motocycles share with us a long history of the love of two wheels and their extensive European network provides the perfect route to get the new BSA Gold Star into the hands of customers.”
Gurpratap Boparai, CEO – Automotive Businesses, Europe Mahindra & Mahindra and President of Peugeot Motocycles, states: “The partnership with BSA is an outstanding opportunity for Peugeot Motocycles to build on its history in the motorcycle sector. Peugeot Motocycles has always had motorcycles in its DNA, launching its first model in 1898. The story goes on! Thanks to this partnership we are strengthening our expansion on the European market and continuing to enlarge our product ranges.”
