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India's Classic Legends Seeks to Globalize Two-Wheeler Market with Iconic Brands

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Business Honor- Classic Legends Aims to Globalize Iconic Indian Two‑Wheeler Brands

Business Honor
20 June, 2025

Classic Legends aims to globalize iconic Indian motorcycle brands like Jawa, Yezdi, and BSA, targeting seven new markets by 2025.

India is poised to make its mark in the international motorcycle industry, just like Japan did in the 1970s. Leading this charge is Classic Legends, a Mahindra-funded consortium that has revived the iconic brands Jawa, Yezdi, and BSA. The company is eyeing seven new global markets by 2025 in which to grow its presence, including the US, UK, Australia, New Zealand, Japan, Mexico, and the Middle East.

One of the motorcycles at the forefront is the BSA Gold Star 650, a retro-styled motorcycle that combines classic design with contemporary performance. It has a 652cc engine, vintage charm, and competitive pricing—particularly attractive in light of India's cost benefits in production. The Gold Star is likely to be a hit in markets where there is a high appreciation for vintage-styled motorcycles.

Though, international expansion won't be easy. The US has raised import tariffs on motorcycles and car parts to 25% in April 2025 from the earlier 2.4%. The hike in tariffs has pushed back Jawa's entry into the US. On a positive note, India-UK free trade agreement is planned, which would wipe out additional taxes, making Classic Legends' bikes such as the Gold Star cheaper.

Other areas, including Australia, New Zealand, and Southeast Asia's entirety, are likely to be more open since there will be fewer import restrictions and already a market for classic-style motorcycles.

While Classic Legends also has electric motorcycles in development, they are focusing now on their gas-burning models, which provide retro charm and functional utility. With over 4.2 million two-wheelers exported out of India in 2025, the company's pivot to premium exports is a pivot for India's motorcycle industry—a pivot toward both affordable and soulful motorcycles that might appeal to riders worldwide.