New Delhi: Iconic British motorcycle brand BSA made a triumphant return to India on Thursday, with the launch of its flagship model, the 652-cc Gold Star 650. Owned by the Mahindra Group since 2016, BSA aims to capture a significant share of India’s growing premium motorcycle market.
Priced competitively at Rs 2.99 lakh (ex-showroom Delhi), the Gold Star 650 will directly challenge the dominance of Royal Enfield’s Interceptor 650 in the 650cc segment.
A Legacy Revived
BSA, once a titan in the global motorcycle industry, is experiencing a renaissance under the stewardship of Mahindra’s Classic Legends. The company, already successful with the Jawa and Yezdi brands, is confident that BSA will resonate with Indian motorcycle enthusiasts.
The Gold Star 650, which made its global comeback in 2021, is currently available in several markets including Europe, Turkey, New Zealand, and the Philippines. India is the next frontier for this legendary motorcycle.
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Mahindra’s Vision for BSA
At the launch event, Anand Mahindra, Chairman of the Mahindra Group, expressed his excitement about bringing BSA back to India. He emphasized the brand’s rich heritage and its potential to capture the hearts of Indian riders. Mahindra highlighted India’s growing economic stature and its role in reviving global brands.
“Bringing BSA to India is about sharing a piece of world motorcycling history with India,” said Mahindra. “There is enormous affection for these British brands, and it’s our job to revive them.”
Mahindra also stressed the importance of customer experience in the evolving mobility landscape, emphasizing that both electric and internal combustion engine vehicles have their place in the market.
Classic Legends’ Expansion Plans
Anupam Thareja, Co-founder of Classic Legends, outlined the company’s ambitious growth plans. He revealed that the 650cc and above segment is rapidly expanding in India, and BSA aims to double or triple its presence in this category.
Classic Legends currently produces 60,000 motorcycles annually across the Jawa and Yezdi brands. With the addition of BSA, the company targets a production capacity of one lakh units in the current fiscal year. To support this growth, Classic Legends plans to expand its dealership network from 450 to 600 by the end of the year.
A Strategic Partnership
The launch of BSA in India is also marked by a strategic partnership between Classic Legends and Tube Investments of India (TIIL). The joint venture will focus on the use of BSA trademarks in India for motorcycles and related accessories.
With a strong product, a growing market, and a strategic partnership, BSA is poised to make a significant impact on the Indian motorcycle industry. The revival of this iconic brand is a testament to India’s growing influence in the global automotive landscape.
