Recently, Mahindra & Mahindra have brought two motorcycle brands under their umbrella. One of them being the Jawa and the other being BSA.
With a goal of slotting themselves as a lifestyle two-wheeler company globally, the company has a 51% stake in Peugeot since 2014 and now they own the heritage classic brands BSA and Jawa. The deal for Jawa was cracked at Rs. 28 crore. These motorcycle brands will be brought back to life and will be sold in India and its neighboring countries.
Mahindra has 60% holding stake in Classic Legends business and 8% in private equities. This also includes a 51% stake in Peugeot.
Jawa has been an iconic brand among old school riders. The company has its motorcycles since decades and it has a cult following ever since. Mahindra is currently not selling the BSA brand with the name due to the BSA bicycle company making use of the same name in India.
The Jawa brand will be sold in India and abroad whereas BSA will only be sold globally. The company will stick to maintaining and preserving the old-school design style of these bikes.
Peugeot scooters will be launched by Mahindra in Vietnam and Indonesia. The BSA and Jawa products will follow in the next 2 years.