Mahindra to invest ₹525 crore in Classic Legends to boost Jawa, Yezdi, BSA

Mahindra and Mahindra, which is known for its SUVs like Thar, Scorpio-N and XUV700 made the announcement on Wednesday during an exchange filing. The carmaker currently owns around 60 per cent stake in Classic Legends, a brand revived by Mahindra to help bike manufacturers like Jawa, Yezdi and BSA. Mahindra said that with the upcoming investment, Classic Legends will try to step up its game in the premium motorcycle segment in India. Mahindra has not revealed the names of the other investors who will share the cost with it.

The Classic Legends helped some of the iconic two-wheeler brands like Yezdi and Jawa to be reborn with fresh offerings. Last year, Yezdi returned to India with three new motorcycles – the Adventure, Scrambler and Roadster. The Yezdi Adventure was launched at 1.98 lakh (ex-showroom), while the Yezdi Scrambler was priced at 2.05 lakh (ex-showroom) and the Yezdi Roadster was launched at 2.10 lakh (ex-showroom). Despite its efforts, Classic Reborn has not been able to emulate success enjoyed by the likes of Royal Enfield.

The premium motorcycle segment in India is currently dominated by Royal Enfield, owned by Eicher Motor. The two-wheeler manufacturer recently launched the new Himalayan motorcycle. Harley Davidson, which made a return to the Indian market, has launched the X440 motorcycle earlier this year. Co-developed with Hero MotoCorp, it is the most affordable Harley-Davidson motorcycle one can buy in India. The motorcycle is priced between 2.29 lakh and 2.69 lakh (ex-showroom).

First Published Date: 14 Dec 2023, 09:47 AM IST

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