Motorcycle segment is the most growing segment with an essence of everlasting aspects. The bike segment in India is covered by Royal Enfield and it is parked in the segment to rule the market. This is the reason for Mahindra’s acquisition of renowned but passive brands such as BSA (Birmingham Small Arms Company) and Jawa. Before the official declaration of acquisition by Mahindra, it was mentioned that with the modifications of these two legendary bikes, M&M expects to formulate a lifestyle mobility company which will be sharing a partnership of exciting and legends in products and administrations and peek into previously untouched segments by the support of naming brands like BSA and Jawa.
Although, the company also cleared that BSA’s global proclamation will be basically perfect considering a worldwide presence in the global market and Jawa brand is more relevant to the domestic market within the country. Mahindra already cleared the doubt that all new Jawa and BSA products will be in the market with the concerned brand name irrespective of Mahindra brand name.
Pawan Goenka, Managing director at M&M said in an interview, “The two-wheeler business has been demerged into Mahindra-two-wheelers and the business continues with the current product range that we have. We have reduced our losses significantly. As far as Peugeot business is concerned as of now we have put on hold any plans to bring those scooter to India because we were not able to meet the price point to those based on the price expectations in India. We will be launching the first product under the Jawa brand before the end of next financial year.”
New upcoming products under Jawa and BSA would utilize the Mahindra’s global presence considering the design and engineering prospect, and specialization of Mahindra Racing’s technical development center in Italy, to manufacture and unveil the new ranged products under these iconic brands. Motorcycles under Jawa brand will be manufactured topically at Pithampur plant of the company assisting the Mahindra in pricing the products sharply. The expected first product under the cooperation of Mahindra-Jawa will be Jawa 350 which will compete against the Royal Enfield Classic 350.
