Image Source: Economic Times
A new chapter is unfolding in Indian motorcycling as Classic Legends, owner of the iconic Yezdi, Jawa, and BSA brands, announces an ambitious global and domestic expansion drive. Riding the twin engines of nostalgia and innovation, the company is revving up to take on new geographies and strengthen its presence at home, poised to double its sales and bring its classic machines to a wider audience.
Key Highlights Driving Classic Legends’ Ambitious Growth
Classic Legends prepares for exports to the UK, Europe, Australia, Japan, New Zealand, and Latin America in 2025
Launch of the 2025 Yezdi Roadster, with new models planned for the year
Domestic dealership network to cross 500 outlets by the end of the year
Sales target nearly doubled to 80,000 units for 2025
BSA’s US rollout paused due to high tariffs, with bikes currently facing customs hurdles
Over ₹1,000 crore earmarked for investment by 2025-26
Expanding International Horizons
Classic Legends is making rapid strides to take its cult brands overseas. The company will begin exporting Jawa and BSA motorcycles to seven major global markets by the end of 2025. Developed markets such as the UK, whole of Europe, Australia, New Zealand, and Japan will be the primary targets for the BSA brand, leveraging its strong heritage appeal and recognition. Simultaneously, Jawa will head into markets where its legacy already commands a fan following—Eastern Europe, Latin America (including Brazil, Argentina, Chile), and parts of North Africa.
While Classic Legends has launched the BSA Bantam in the UK to an enthusiastic response, its intended launch in the US has been put on hold. Recent tariff hikes have led to uncertainty, leaving bikes stuck in customs. This is a setback for the company, given the historic significance of the US market for BSA.
Doubling Down in India: Bigger Network, New Models
On the domestic front, Classic Legends is pushing to more than double its reach. With 350+ dealers already established, the network is expected to surpass 500 by year’s end, coinciding with the festive season. The company aims to cover 80 percent of India’s mid-size motorcycle market, especially focusing on top metro cities and deeper penetration into tier-II and tier-III towns.
This network growth is fueled by the launch of new models, including the much-anticipated 2025 Yezdi Roadster. Another model is planned for later this year, signaling a commitment to constant product refreshes and growing the appeal of its brands among younger Indian riders.
Strategic Insights and Brand Philosophy
Classic Legends is blending its storied past with a modern strategy. Company officials underscore their plan to offer authentic, deeply-rooted brands with the credibility that new startups often lack. The core ambition is to provide both nostalgic riders and new motorcycle enthusiasts with machines that speak a language of memory and aspiration.
The brand’s overseas push also integrates a global distributor network and keen customization to local tastes—vital for taking Indian motorcycles successfully into discerning foreign markets.
Investment and Vision
In 2023, Classic Legends announced a substantial investment commitment of ₹1,000 crore through 2025-26. A significant portion has already been deployed in ramping up production, dealership infrastructure, and R&D. The remainder is earmarked for further product innovation and marketing reach.
Challenges and the Road Ahead
Not all is smooth cruising. The company is contending with evolving international trade challenges. Especially in the US, tariff concerns have necessitated a wait-and-watch approach. However, Classic Legends’ management remains upbeat, viewing these as temporary speedbumps on a larger highway of opportunity.
Conclusion
Classic Legends' rollout of export plans, aggressive expansion in its home market, and strategic investments mark a pivotal moment for Indian motorcycle manufacturing. Bridging retro charisma with modern reliability, the company is forging a template for legacy brands reborn for a globalized era.
Sources: Economic Times, Devdiscourse
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