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Mahindra and Mahindra seem to be a company on the move with its two back to back acquisitions of brands that are nothing short of legend in the world of motorcycles. Even if only one of the said brands will come to India. The company announced today that it has acquired controlling stakes not only in Britain’s classic (and so long dormant) icon, BSA Motorcycles, but also in the all too familiar and now nearly defunct Czech brand Jawa.
Unfortunately for us Indian bike enthusiasts the British icon will not be making it to our shores. But the good news is that with this acquisition we will soon (hopefully) see the return of Jawa branded bikes to Indian roads. M&M hopes that the acquisition of these two classic brands will not only help them gain access to the expertise that these brands can bring to the group but also address its biggest shortcoming – the lack of a heritage, both in India and overseas, even as the company re-orientates its business to target the premium niche segment.
“We are very excited about the new journey that we are embarking upon in the two wheeler space. Our focus on the premium, niche segment through Classic Legends will bring alive some iconic brands like BSA and JAWA, not just in the form of products but as an entire life style,” said Dr Pawan Goenka, executive director, Mahindra & Mahindra.
Both brands had been acquired by Classic Legends, controlling stakes of which have now been taken over by M&M. The first products are expected in about two years under the respective brands and not as Mahindra. The products will also reflect the DNA and ethos of the respective brands.
Meanwhile, M&M will continue full steam on production of its Centuro, Gusto and Mojo at the Pithampur plant in Madhya Pradesh. The company also acquired 51 per cent stakes of Peugeot Motorcycles.