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Classic Legends strengthens plans for accelerated growth post unlock

by News Monks

As the country prepares for the next unlock post the strict lockdown, Classic Legends is gearing up to accelerate operations in a phased manner throughout its dealerships.

The company’s focus remains on offering modern classic motorcycles with class leading technology to
consumers. The Jawa forty two Sports Stripes models launched in February spearheaded the company’s
product offensive this year. The overall product enhancements – Crossport technology, more efficient
electrical system, retuned suspension for better ground clearance, optimised power ” torque delivery,
redesigned side stand, revised seating, alloy wheels ” tubeless tyres, introduced across the Jawa ” forty
two line-up, along with three new colours strengthened Jawa’s product range in India, garnering
immense response from customers throughout the country. While bookings on forty two command a
waiting period, the booked customers are going to see accelerated deliveries as the unlock rolls out
state-wise. This has been made possible by the company continuing its operations during the last few
months despite the tough conditions backed by the resolve and determination of our workforce. This
has helped us create a pipeline to fulfil the delivery commitments to booked customers.

“The forty two Sports Stripes variants gave us an invigorating start to the new year with demand
surpassing our expectations. We started the innings with extremely positive media reviews followed by
customers queuing up at the dealerships to catch a glimpse of the three new additions and book their
favourites. Even before the lockdown was imposed across the country, the new forty two sport stripe
colours had raked in a strong orderbook for the company. It is worth mentioning that the AllStar Black
came up as the unanimous first choice for customers, accounting to approximately 50% of the bookings
while the other two colours – Orion Red & Sirius White adding to the rest for this new range”, mentioned
Ashish Singh Joshi, CEO – Classic Legends.

“Our efforts to ramp-up to cater to this demand was heavily affected by the lockdown restrictions,
especially at our supplier end. While we have enhanced our capacities and capabilities, some of our
suppliers, especially in the western region, were severely affected by the pandemic. Our deliveries also
suffered due to dealerships complying with the restrictions in April and, even more so, in May”, he added.
Expansion plans ” changing purchase trends The brand has also been serious about network expansion across the country and is currently present in 150 cities with a network of 187 dealers.

Elaborating on expansion plans, he mentioned, “We started predominately with a metro and tier-1
footprint, which suffered the most during the current wave. We have massive demand for our
dealerships and are utilizing that to focus on expanding into smaller towns. Our aim is to establish 275
dealerships by August this year, on our way to 500 dealerships in the next 12 months”.

The dealers too are enthusiastic about resuming the business. Fact check with dealers across the
country reveals the sentiment is upbeat for our products post opening. "A lot of our demand has started
coming through telephonic, website & social media channels and we have remodelled the conventional
way of selling to serving customers at home for test rides, documentation as well as deliveries”, said
Sanjaykumar D Chaudhari from Riya Bikes, Ahmedabad.

“The pandemic accelerated innovation in our processes. Volumes are growing on home test rides and
deliveries. We expect the momentum set by forty two Sport Stripes immediately after its launch will
continue to attract customers while Perak and Jawa remain the preference among the style & power
savvy youth segment and Jawa brand afficionados," Nayan Intwala from Seema Bikes, Surat

Meanwhile, Classic Legends has also witnessed rapid progress in its global operations. The company’s
plans to revive the BSA Motorcycles brand with the launch of internal combustion engine motorcycles
initially have seen another boost with a recent development. BSA Motorcycles is now also ready to foray
into electric motorcycles with a £4.6 million grant awarded by the UK Government as part of a low
carbon automotive initiative across the UK.

The BSA Company was awarded this grant by the UK government’s Advanced Propulsion Centre, for
development of innovative zero emission motorcycles that support the UK automotive sector’s quest to
go green and create thousands of jobs in the process. Classic Legends has already set up a technical
centre at its base in Coventry, United Kingdom.

About Classic Legends Pvt. Ltd.
Classic Legends Pvt. Ltd. is an Indian company established to re-introduce iconic marquee motorcycle
brands in the market. Classic Legends aims to become India’s first true lifestyle company and provide
opportunities to consumers to relive the heritage of classic brands by co-creating exciting product and
service offerings along with the motorcycling ecosystem.

Jawa is a motorcycle brand from Czech Republic, erstwhile Czechoslovakia, with a 90-year legacy, which
in its heydays exported classic, well-engineered and rugged motorcycles to more than 120 countries. It
entered the Indian markets in the early 1960’s. The twin aspects of Jawa motorcycles – its beautiful
design and strong performance character helped it not only to win hearts but also win many world titles.
From its marquee brands portfolio, Classic Legends is currently bringing alive the Jawa, not simply as a
brand but a way of life. Classic Legends has leveraged the best of its partner capabilities in design and
engineering along with the global expertise, to launch products that capture the DNA and ethos, of the
original Jawa.

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