In a strategic move, the company plans to reintroduce the iconic Birmingham Small Arms Company Ltd (BSA) motorcycles to the Indian market by 2025, marking a historic comeback for this revered UK-based brand.
Established in 1861, BSA initially focused on firearms production at Small Heath, later transitioning into bicycle setups and eventually venturing into motorcycles by 1863. The brand’s motorcycle division was formally founded in 1903, with the first motorcycle hitting the roads in 1910. Despite becoming the world’s largest motorcycle maker in the 1950s, financial challenges led to bankruptcy in the 1970s, ceasing motorcycle production.
The Mahindra Group, in 2016, breathed new life into the legacy of BSA by acquiring the brand. Now, Classic Legends, under the Mahindra umbrella, is poised to revive BSA motorcycles in India as part of its global expansion strategy.
Reports indicate that BSA motorcycles are currently available in 12-13 European countries and the United States, and the anticipation is that the two-wheeled electric marvel could make its way to Indian streets within the next 12-18 months.
As part of its broader global strategy, Classic Legends plans to launch BSA’s range of models in Australia and the US by 2024. Additionally, the manufacturing of BSA’s electric bikes for India will take place at Mahindra & Mahindra’s plant in Pithampur, Madhya Pradesh. This move aligns with Classic Legends’ commitment to widening its product offerings, global footprint, and network expansion.
CEO of Classic Legends, Ashish Joshi, shared insights into the company’s vision, stating, “We’re currently looking at demand fulfillment for BSA across twelve to thirteen European countries, and the US is going to take a lot, not only in terms of capacity but energy. Besides, if it can be launched in Australia, Japan, and New Zealand, why miss India?”
In addition to the reintroduction of BSA motorcycles, Classic Legends is contemplating bringing twin-cylinder motorcycles to India while reinforcing its core Yezdi and Jawa bikes in the 350-500 cc segment. However, the decision will be contingent on the demand for such bikes in the market.
With an average monthly production of 4,000 to 5,000 bikes, Classic Legends is ready to make waves with its renewed focus on product launches and the strategic reintroduction of the legendary BSA motorcycles, blending history with modern innovation on Indian roads once again.