Classic Legends, part of the Mahindra Group, and owners of the Jawa, Yezdi and BSA brands, is all set to invest Rs 1,000 crore that will be utilised towards new product development, business expansion and more. According to a recent report, the company is gearing up to make its biggest investment yet towards the future which will include bringing newer products both ICE and electric.
Classic Legends has reportedly earmarked about 50 per cent of its fresh investment towards rolling out BSA bikes in international markets, while the other half will be utilised towards strengthening distribution and marketing in India. This will be the brand’s first major investment since the Jawa name was revived in 2018, followed by Yezdi and BSA. The new investment will be raised from internal accruals, existing shareholders and external investors, according to the reports.
Interestingly, Classic Legends began work on an electric motorcycle much before Royal Enfield did. The company’s upcoming electric offering is being co-developed with the University of Warwick at its UK-based development centre. There’s no word on the specifications of the upcoming electric motorcycle but the e-bike is expected to make its global debut in 2024. It’s also likely to be sold under the BSA moniker in the international markets first.
Meanwhile, Jawa and Yezdi retail a host of motorcycles in India. The bikes were most recently upgraded to the latest OBDII and E20 norms and the company used this opportunity to tweak the motor for better power delivery, more power output and better sound too. A more comprehensive upgrade on the sales and distribution side will help the brand reach out to more customers across the country. However, the upcoming electric bike is still a while away from arriving in India. Classic Legends needs to find itself lost in the crowd. The company with both brands is struggling in the market with sales and recent news of dealership running away with customer money speaks of many uncertainties that hold within the company.
