Mahindra To Focus On Two Wheeler Business — To Target Premium Niche Segment

Mahindra has recently acquired the Classic Legends and aims to co-create a lifestyle mobility company with relevant partners across the segments.

Mahindra wants to enter the untapped segments by using the iconic brands such as BSA and Jawa. This was said by the company in a statement.

BSA which is known worldwide will be Mahindra's best bet for the international market. And the Jawa brand with its cult following in the country is well suited for the domestic market.

Classic Legends will play a major role in global capabilities of design and engineering, along with the Mahindra Racing's technical development centre in Italy, to develop and launch new products under respective brands.

Classic Legends will launch classic brands back into the relevant markets. It has also acquired the British motorcycle firm, the BSA and Jawa. The launch of new products is expected to happen in next two years.

Executive Director, Mahindra & Mahindra, Dr. Pawan Goenka said, "We are very excited about the new journey that we are embarking upon in the two wheeler space."

He added. "Our focus on the premium, niche segment through Classic Legends will bring alive some iconic brands like BSA and JAWA, not just in the form of products but as an entire life style."

Mahindra Two Wheelers will continue the production at the Pithampur production facility where the existing brands are manufactured. The firm will also continue to export the motorcycles to African and Asian markets.