Mahindra’s revival of classic motorcycle brands like Jawa and Yezdi faces fierce competition and hurdles, but with a hefty investment and bold strategy, it might just redefine the premium biking scene in India.
Key Highlights: 1. Legacy Resurrected: Classic Legends, backed by Mahindra, is reviving iconic bike brands such as Jawa and Yezdi, but struggles to win over Indian consumers. 2. Stiff Competition: Royal Enfield dominates the premium motorcycle market, leaving Classic Legends with just 6-7% market share. 3. Future Focus: Classic Legends plans to expand its dealership network and improve product offerings to compete in a growing premium segment.
At last week, Anand Mahindra, Chairman of Mahindra Group, recently discussed the power of resurrecting old brands for new generations. Mahindra knows this well, as seen with the Mahindra Thar, a modern take on the iconic Jeep CJ series, which helped Mahindra become India’s fourth-largest automaker. However, this time Mahindra’s focus was on Classic Legends, a company reviving classic motorcycle brands like Jawa, Yezdi, and BSA.
Mahindra acknowledged the challenge ahead, describing the company’s journey as a “marathon.” Although Classic Legends has struggled to capture the Indian market, selling just 2,000 bikes a month compared to competitors like Royal Enfield (over 54,000 units), Mahindra remains determined. Classic Legends, with a 0.19% market share in India’s huge two-wheeler market, has a long road ahead.
Classic Legends started strong, relaunching Jawa in 2018 with great excitement, but the COVID-19 pandemic and production delays dampened sales. Even after launching new Yezdi and BSA models, the company has not yet matched the success of Royal Enfield, which dominates the mid-size motorcycle market with 90% market share.
To stay competitive, Classic Legends must improve its after-sales service, product durability, and supply chain efficiency. Despite these hurdles, Mahindra has invested Rs 1,000 crore in marketing, distribution, and global expansion. They plan to add 100 more dealerships by Diwali.
Mahindra is also focusing on the premium segment, where competition is fierce, but margins are higher. Classic Legends has the potential to succeed, especially with Mahindra’s backing and a clear strategy for both the Indian and global markets.
Mahindra believes that with dedication, Classic Legends can make a significant impact. The company is not just reviving old brands; it’s crafting new stories for a new generation of riders.
