Mahindra-backed Classic Legends revs up premium bike push with new launches
Subscribe to enjoy similar stories.New Delhi: Motorcycle manufacturer Classic Legends Private Ltd is betting on new products to sustain its recent growth momentum after years of muted sales, as it seeks to challenge the dominance of Royal Enfield in India’s premium motorcycle market.The Mumbai-based premium bike brand, a subsidiary of the Mahindra Group, introduced two motorcycles on Thursday, which comes nearly a year after it committed to a series of premium bike launches. This was the company's first launch for financial year 2027.Classic Legends’ efforts to return to a growth trajectory come at a time when Mahindra has identified the company as a potential growth driver.Anupam Thareja, co-founder of Classic Legends, said the new motorcycles with 350cc and 650cc engine capacities will be positioned as "SUVs" of bikes."I have always believed that scramblers will redefine Indian riding culture the way SUVs (sports utility vehicles) redefined passenger four-wheelers.
They are the SUVs of motorcycling,” Thareja said at the launch.The company is the parent of three bike brands, Jawa, Yezdi, and BSA. Data from Federation of Automobile Dealers Associations showed that in the financial year 2026 (FY26), the company sold 45,409 motorcycles, posting a growth of nearly 40% as against a 4% annual increase in FY25.Classic Legends entered the market in 2018 with the relaunch of the iconic Jawa motorcycle.
Mahindra holds a 60% stake in the company, while co-founders Thareja and Boman Irani of the Rustomjee Group hold the remainder. The venture was set up to revive legacy brands such as Yezdi and introduce new premium-classic motorcycles.Analysts suggest that Classic Legends has managed to get some growth, but it will have to rethink
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