The Power of Collaboration: Mahindra Group, Classic Legends, and the Revival of JAWA, BSA & YEZDI - A Success Story

Collaboration can often lead to the revival of legends, and the partnership between Mahindra Group’s Classic Legends and iconic motorcycle brands Jawa | Yezdi | BSA Motorcycles is a powerful testament to that. Through this unique collaboration, these classic motorcycle brands have been reborn, capturing the hearts of motorcycling enthusiasts worldwide.

Collaboration Summary:

In 2016, Mahindra Group’s subsidiary Classic Legends acquired the rights to iconic motorcycle brands JAWA, BSA, and Yezdi. The collaboration aimed to reintroduce these legendary motorcycles to modern markets while retaining their vintage appeal.

Leveraging Mahindra’s manufacturing expertise and the rich heritage of these brands, Classic Legends revived JAWA in 2018, followed by YEZDI in 2022. BSA launched in 2024.

Impact:

This collaboration breathed new life into brands that had a storied legacy but were no longer in production. By blending classic designs with modern technology, JAWA, YEZDI, and BSA captured the nostalgia of seasoned riders and attracted younger generations with their timeless appeal and high performance.

The reintroduction of these brands expanded Mahindra’s presence in the two-wheeler segment, allowing them to tap into the rapidly growing premium and classic motorcycle markets.

Outcome:

• JAWA's revival was met with overwhelming enthusiasm, leading to sold-out pre-orders in India.
• The YEZDI brand quickly followed, generating a cult-like following in the adventure motorcycling segment.
• BSA is positioning itself as a heritage brand for the future.

This collaboration has not only revived dormant brands but also reignited a passion for classic motorcycles in a contemporary setting. The success of Classic Legends serves as a blueprint for how collaborations, especially those built on heritage and innovation, can shape the future.

Global Brands Connect: Powering Brand Collaborations

At Global Brands Connect, we understand the power of collaboration and the impact it can have on business success. We have organized more than 500+ CXO INNER CIRCLE Round Table Summits across various industry verticals including IT, Telecom, Real Estate, Luxury, HR, Marketing, and more. With over 2000+ connections and 500+ case studies, we are dedicated to reinforcing the power of effective brand relationships and co-creating opportunities.

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