Mahindra Group-owned premium motorcycle company Classic Legends, which has three premium motorcycle brands under its belt, is running a marathon and will take on any challenge in rebuilding revived brands like Jawa, group chairman Anand Mahindra has said.Speaking at the launch of the new Jawa 42 FJ motorcycle here, Mahindra also said stories make brands and a brand is nothing but an aggregation of stories.
The latest offering from Classic Legends is priced starting at Rs 1.99 lakh.
In October 2016, Mahindra & Mahindra, through its subsidiary Classic Legends Private Limited (CLPL), signed a licensing agreement to launch motorcycles under the Jawa brand name in India and other East Asian countries.
The same year the company also acquired the British motorcycle brand BSA.
“Stories make brands. Brands are nothing but a set of stories. Why they came into being, how they came into being. How they grew. New brands tell new stories. And often all revived brands also tell new stories,” Mahindra said at the launch.
“In Classic Legends we have the opportunity to revive an old brand and create new stories, new history. However contradictory this may seem,” he said.
He said that we all have challenges, we are all waiting for the excitement that this brand brings. He said, “We are running a marathon, we may fall, we may sweat (but) we will get up.”
Describing Classic Legends as a jewel in the group's growth story, Mahindra Group CEO and Managing Director Anish said the company is very well placed at the second position in the premium motorcycle segment in the country and looks forward to regaining the top spot.
“The 2024 Jawa 42 embodies our design-led approach to motorcycle engineering. We have taken our time with this bike, pushing the boundaries of the 'price-performance' matrix. As the pioneer of neo-classics in India, the 42 FJ is a testament to our challenging spirit and disruptive approach,” said Anupam Thareeja, Co-Founder, Jawa Yezdi Motorcycles.
“We are trying to build an Indian global two-wheeler company,” he said.
With the expansion of the '42 Life' range, Jawa has enhanced the ideal balance of design, value and performance across motorcycle formats to appeal to a wide range of discerning riders, the company said.
