Freshly reincarnated by the Indian Mahindra Group, the BSA brand cultivates a keen sense of historical reconstruction. The 650 Gold Star’s headlamp is perfectly round; its fuel tank is tapered to perfection; the exhaust pipe stretches horizontally; and, appropriately, the wheels are fitted with spokes. On the right-hand side, you can even make out a dummy housing suggesting the presence of a carburetor, although the injection is electronic. On the single cylinder, another feature suggests the presence of equally sublime rocker arms.
To conquer Europe’s motorcycle market, which is doing rather well, the Mahindra automotive group has raised from the ashes the English brand Birmingham Small Arms (BSA), which was the world motorcycle leader in the 1950s and 1960s before disappearing in 1973, swept away by the Japanese wave. This conglomerate, which also owns half the capital of Peugeot Motocycles, now separated from the French carmaker of the same name, has also revived the old Czechoslovak brand JAWA.
This return, welcomed with a touch of emotion by experienced motorcyclists, is the most recent episode in a full-scale offensive deployed by the major Indian two-wheeler manufacturers, determined to make the most of their enormous production capacity and know-how in promoting their machines over 125 cm3.
For newcomers, the preferred approach is to exhume a heritage brand in order to build up a catalog of motorcycles with an endearing retro allure but a totally modern design. These groups, which already manufacture motorcycles for BMW, Triumph, KTM, Husqvarna and Harley-Davidson, hope to reduce their extreme dependence on their domestic market, the largest in the world.
This worldwide offensive, fueled by low production costs and enormous economies of scale, echoes the strategy of Chinese carmakers. The only difference is that the arrival of Indian motorcycles is not part of a technological breakthrough, since electric motorcycles, while making headway in the urban two-wheeler segment, have little appeal for enthusiasts of large-displacement motorcycles. What’s more, Chinese motorcycle manufacturers (Zontes, Orcal, CFMoto) have yet to make a major impact, unlike Chinese car brands.
Numerous models launched
Royal Enfield, which has been present in Europe for about a decade, is a model to follow. The Chennai-based manufacturer has led the way, increasing production tenfold in 10 years. This venerable British motorcycle brand, which has been under Indian ownership for over half a century, has made a remarkable breakthrough by embracing a classic style.
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