Mahindra Two Wheelers is going through an immense transition phase. The Classic Legends Private Ltd, a subsidiary of Mahindra 2 Wheelers is now creating sensation everywhere in the media. They have struck again, this time with the iconic JAWA motorcycles. Mahindra has just signed a licensing deal to launch motorbikes under the JAWA brand name in India and other East Asian countries. Company has recently acquired the famous British motorcycle brand BSA Motorcycles, earlier this month.
JAWA motorcycles have a long rooted history in India. This Czechoslovakian brand was introduced in 1950 and started importing their models like JAWA 353/04, Yezdi 250 B Type, Yezdi 250 Monarch in the earlier stages and later started production in Ideal Jawa India Ltd facility in Mysore. Some of the JAWA models are still on the Indian roads, for example the famous Yezdi Roadking 250, maintained like an antique piece .
It is true that Mahindra has been struggling with their subsidiary, Mahindra 2 Wheelers for past few years. Their latest offerings lacks that extra essence to attract a wide audience. And they are pretty much sure about their future indeed, if things go like this. So they are starting off with the “Classic Legends” as a part of come back and gain new grounds in two wheeler industry.
BSA focuses mainly on USA and other European markets, while JAWA is meant for India and other Asian countries. Mahindra's facility in Pithampur will host the production of JAWA line-ups. But the major task lies on the engineers to recreate the iconic JAWA design and sound to a new life. Both BSA and JAWA motorcycles will be featured under Mahindra co-branding. After all, this news had lifted the spirits of Indian JAWA lovers. It may take at least two years to see the new JAWA on Indian roads. The new retro-classic approach of Mahindra is appreciable and far more a bold decision. Lets see how new JAWA gonna take on Royal Enfield's vast empire.
Mahindra is bringing back JAWA motorcycles which was discontinued in the 90s to the global market soon.
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