Classic Legends launches the Jawa 42 FJ as Mahindra highlights brand revival

4 Sep 2024 , 09:42 AM

Classic Legends, owned by Mahindra Group, is dedicated to revitalizing its premium motorcycle brands like Jawa, according to Group Chairman Anand Mahindra.

Speaking at the Mumbai launch of the new Jawa 42 FJ motorcycle, Mahindra emphasized that “stories build brands” and that brands are collections of stories. The new Jawa 42 FJ motorcycle is priced starting at ₹1.99 lakh.

In October 2016, Classic Legends, a subsidiary of Mahindra & Mahindra, secured a licensing deal to introduce Jawa motorcycles in India and East Asia. The same year, the company also acquired the British motorcycle brand BSA.

Mahindra highlighted that Classic Legends aims to both revive old brands and create new stories, despite the challenges.

Classic Legends is currently the second-largest player in the premium motorcycle segment in India, with aspirations to take the top position.

Anish Shah, CEO of Mahindra Group, views Classic Legends as a key growth area within the group. Anupam Thareja, Co-founder of Jawa Yezdi Motorcycles, praised the 2024 Jawa 42 for its innovative design and performance, positioning it as a leader in neo-classics in India.

The expansion of the ’42 Life’ series aims to balance design, price, and performance to attract a wide range of riders.