Expanding exports and boosting domestic growth with aggressive network expansion planned by Classic Legends
Classic Legends, an Indian motorcycle manufacturer, is set to broaden its horizons this year as it initiates exports to key international markets. The company's strategic focus is on the UK, Europe, Australia, Japan, and Latin America.
The company's upcoming bike, the BSA Bantam 350, priced at ₹ 2.20 Lakhs, is one of the models that will be making its way to these markets. In addition, Classic Legends has already launched the BSA Bantam in the UK and signed distribution agreements in countries such as Italy, Spain, Germany, France, Austria, Australia, and New Zealand.
Classic Legends' target markets are developed ones, with iconic brands like Yezdi, Jawa, and BSA set to make their mark. The Yezdi Motorcycles Roadster, priced at ₹ 2.06 Lakhs, and the Jawa 42, priced at ₹ 1.73 Lakhs, are other bikes that will be part of this global expansion.
However, plans to launch BSA bikes in the US have been paused due to tariff uncertainties. The US President, Donald Trump, has imposed a 50% tariff on Indian goods being imported to the United States, which has affected Classic Legends, a company planning to export goods to the US market. BSA motorcycles are currently at customs in the US.
Despite this setback, Classic Legends remains ambitious. The company aims to double its overall sales this year to around 80,000 units from about 40,000 units in the previous year, combining domestic and export sales. To support this growth, Classic Legends plans to expand its domestic dealer network in India to over 500 dealers by the end of the year.
Looking beyond 2021, Classic Legends plans a cautious but ambitious approach to electrification in international markets. The company is set to launch an electric motorcycle first in the UK, aligning with infrastructure readiness and consumer interest.
Classic Legends' motorcycles were previously popular in many of these regions. For instance, when BSA was the largest motorcycle brand in the world, the USA was its largest market. Jawa, another brand under Classic Legends, was also popular in the regions it plans to target.
[1] Business Standard. (2021). Classic Legends plans to double sales this year, expand dealer network to 500 outlets. [online] Available at: https://www.business-standard.com/article/companies/classic-legends-plans-to-double-sales-this-year-expand-dealer-network-to-500-outlets-121032300939_1.html
[2] Economic Times. (2021). Classic Legends to export Jawa and BSA motorcycles to Europe, Japan, Australia, Latin America. [online] Available at: https://economictimes.indiatimes.com/industry/auto/news/classic-legends-to-export-jawa-and-bsa-motorcycles-to-europe-japan-australia-latin-america/articleshow/81921333.cms
[3] Financial Express. (2021). Classic Legends to launch electric motorcycle in UK before other markets. [online] Available at: https://www.financialexpress.com/auto-news/classic-legends-to-launch-electric-motorcycle-in-uk-before-other-markets/2274451/
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