Mahindra Group Introduces Jawa 42 FJ Motorcycle to Compete in Neo-Classic Segment

Classic Legends, a premium motorcycle company owned by Mahindra Group, is determined to overcome any obstacles in reviving its brands like Jawa, according to Group Chairman Anand Mahindra. Speaking at the launch of the new Jawa 42 FJ motorcycle, Mahindra emphasised that brands are built through stories and experiences.

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The Jawa 42 FJ, priced from Rs 1.99 lakh, will compete with Royal Enfield's Classic 350 and Hunter models. Classic Legends' diverse portfolio includes three brands: Classics, Neo Classics, and Customs. Co-founder Anupam Thareja believes the neo-classic segment will see the fastest growth.

Classic Legends' Strategic Moves

In October 2016, Mahindra & Mahindra's subsidiary Classic Legends Private Limited (CLPL) signed a licensing deal to launch motorcycles under the Jawa brand in India and East Asia. The same year, they acquired the British motorcycle brand BSA. Mahindra & Mahindra holds a 60% stake in Classic Legends, with Anupam Thareja's Phi Capital and real estate developer Boman Irani owning the rest.

Anand Mahindra highlighted the importance of storytelling in brand building at the launch event. "Stories build brands. Brands are nothing but aggregations of stories. Why they were formed, how they were formed. How they were built. How they grow. New brands tell new stories. And often all resurrected brands also tell new stories," he said.

Market Position and Future Plans

Mahindra Group CEO and Managing Director Anish Shah noted that Classic Legends is well-positioned as the second-largest player in India's premium motorcycle segment. The company aims to secure the top spot soon. Last month, Classic Legends introduced its BSA motorcycle model God Star.

Thareja mentioned that with the launch of Jawa 42 FJ, their product range is now complete. "We have got the product, we have got the distribution and you will see the disruption," he said. He added that they aim to make an Indian global two-wheeler company.

The Jawa motorcycle was reintroduced in India in November 2018, followed by the Yezdi brand in January 2022. Thareja stated that inquiries are picking up after a slowdown due to Parliamentary polls and weather conditions. He expressed optimism for a strong Diwali season for the domestic automobile industry.

Expansion and Investment

Classic Legends currently has 450 dealers and plans to add another 100 dealerships—Jawa Cafes—before the festive season. Last month, the company announced its goal of having over 600 dealerships this year.

On investment plans, Thareja said that with their model lineup complete, they will now focus on distribution and global expansion. "I think we will use about Rs 1,000 crore, of which Rs 350 crore has already been spent," he stated.

The company aims to balance design, price, and performance across its motorcycle formats with the expansion of the 42 Life series. This strategy is intended to appeal to a wide range of discerning riders.

Mahindra acknowledged that challenges lie ahead but remained optimistic about overcoming them. "All of us have challenges; all of us are looking forward to the excitement that this brand will bring," he said. "We are running a marathon; we may fall, we may sweat but we will rise up."

With good rains and reduced election uncertainty, Thareja expects pent-up demand to boost sales once rains subside. He believes there is a genuine uptick in market sentiment.

The launch of Jawa 42 FJ marks another step in Classic Legends' journey to revive old brands while creating new stories and histories.