BSA Gold Star set to hit Indian roads: Classic legends focuses on premium motorcycles amidst growing competition
BSA, the iconic British motorcycle brand, will debut in India on August 15 with the Gold Star model, amplifying choices for enthusiasts while intensifying competition in the growing market for middleweight motorcycles.
Mahindra & Mahindra-owned Classic Legends has been producing the 652cc motorcycle Gold Star at its plant in Pithampur, Madhya Pradesh for about two years but solely for exports to developed markets so far. Incorporated in the UK, BSA Motorcycle is currently a wholly owned subsidiary of Classic Legends.
Anupam Thareja, one of the three cofounders of Classic Legends-the others being Mahindra Group chairman Anand Mahindra, and Boman Irani-that owns BSA along with other legendary motorcycle brands like Jawa and Yezdi-said the Gold Star was first launched in the UK and Europe. Since its relaunch in 2021, BSA is currently available in 23 countries including Europe and the UK.
With the Gold Star, Classic Legends will continue to straddle only the premium category in India and will not offer products priced less than ₹2.5 lakh in an already competitive market, said Thareja.
While Classic Legends is readying a slew of electric variants, Thareja feels the market is still not ready for electric two-wheelers «This consumer is very discerning at these price points, and when we launch a high-end brand, it has to be authentic, you can't just slap a badge on it and sell,» Thareja said.
Thanks to a premiumisation trend and promise of high returns, the middle weight segment comprising motorcycles in the 600cc to
