- Three-pronged strategy involving focus on technology, new products and network – recent launch of the successful forty two sports stripe is the first peek in this direction
- Expansion plans for sales and service network to cover close to 275 dealerships across India by August 2021, on the way to 500 dealerships over the next 12 months
- On the international front, the company has been awarded a grant from UK Government for development of electric motorcycles under its BSA brand
India | June 1, 2021 – 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 commented.
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.
