Mumbai: The legendary motorcycle brand BSA, owned by the Mahindra Group, has made its debut in the Indian market with the launch of the 652-cc Gold Star 650 model, priced at ₹2.99 lakh (ex-showroom Delhi). In 2016, Classic Legends, the high-end motorcycle division of the Mahindra Group, acquired Birmingham Small Arms Company (BSA), one of the world’s oldest motorcycle companies. Classic Legends also sells Jawa and Yezdi motorcycles in India. The revamped BSA Gold Star 650, which was reintroduced in the UK in 2021, is now available for purchase in Europe, Turkey, New Zealand, and the Philippines.
The new motorcycle will compete with the Royal Enfield Interceptor 650, priced at ₹3.03 lakh, positioning itself as a strong contender in the 650cc category. The BSA Gold Star 650 is available at select authorized dealers in India, with bookings currently open. Bringing BSA to India means sharing a piece of global motorcycle history with the country. Anand Mahindra, Chairman of Mahindra Group, emphasized that the new Gold Star embodies the enduring spirit of BSA, a brand forged during wartime.
Mahindra remarked that India is now flourishing, and the time is right, stating, "There is a huge amount of transformation and opportunity. We are akin to a flourishing oasis, the world's largest economy that is growing at the fastest rate." He noted that the revival of BSA by the Mahindra Group is part of a broader trend, where several Indian companies have acquired British brands and are revitalizing them, thanks to India’s expanding economy. He explained that this economic growth allows brands to scale up and accelerate their revival.
Mahindra clarified that acquiring these British brands is not driven by a desire for revenge or victory, but rather by a deep affection for them. "Our task is to bring these brands back to life, like BSA. The essence of BSA is ingrained in the latest Gold Star 650," he said. Mahindra also emphasized that rather than categorizing mobility into EVs versus internal combustion engine vehicles, the focus should be on understanding customer experience and meeting their needs.
He noted that since the COVID-19 pandemic, there has been increased interest in motorcycles due to the sense of freedom they offer. He also mentioned that the company is prepared for an electric motorcycle and urged against getting stuck in the EV versus ICE debate. Mahindra revealed that the company plans to manufacture 100,000 vehicles at its Pithampur facility in Indore this year, compared to 60,000 motorcycles produced last year. He added that the production capacity is designed to be flexible and not restrictive.
The company has utilized approximately ₹350 crore of the ₹1,000 crore investment announced in 2023 over three years. These funds have been used for upgrades, new research and development, equipment, and product introductions. The company currently operates more than 450 dealerships and plans to open an additional 150 by the end of the year.
Classic Legends has established 52 dealerships for BSA motorcycles, with the network continuing to expand. Shipments of these motorcycles will begin within the next 10 days. Earlier this month, Classic Legends Private Limited (CLPL) signed a joint venture agreement with Tube Investments of India Ltd (TIIL) to use BSA trademarks in India.
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