In a recently held press conference held in the Financial Capital of the country, Mahindra & Mahindra (M&M) revealed its future strategy for the two-wheeler segment. The Indian conglomerate, who recently took over BSA and JAWA Motorcycles through its subsidiary Classic Legends, plans to refocus its two wheeler business, to target premium niche segments.

With the acquisition of Classic Legends, M&M aims to co-create a lifestyle mobility company with exciting and relevant partners across products & services, and enter into previously untapped segments using iconic brands like BSA and JAWA. BSA which has a global appeal will be primarily suited to international markets, and JAWA with its cult following in India is more suited to the domestic market. The launch of the first few products would happen in around two years, under the respective brands and not under the Mahindra brand.

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Image Courtesy F2 Motorcycles Ltd

Classic Legends would leverage the global capabilities in design and engineering, along with the expertise available at Mahindra Racing’s technical development centre in Italy, to design and launch the new products of these iconic brands. JAWA Motorcycles would be produced locally at the Company’s Pithampur plant which would help Mahindra price the products aggressively.

On the domestic front, Mahindra Two Wheelers Limited will continue with production at its Pithampur plant in Madhya Pradesh where the existing brands of Centuro, Gusto and Mojo will continue to be made. There would be a continued focus on the Mojo both in marketing and product investment. Peugeot Motocycles in which Mahindra holds 51% (through Mahindra Two Wheelers Limited Europe) continues to focus on growth in its European markets. Peugeot Motocycles will focus on premium new products such as the Metropolis, Django and Speedfight.