As Jawa Yezdi Motorcycles expands its lineup with the launch of the Jawa 42 FJ 350, a new addition to the '42 Life' series, Anupam Thareja, Co-founder of Jawa Yezdi Motorcycles reflects how Indian riders have accommodated classic motorcycle brands in their modern avatars.
The launch follows the popular Jawa 42 and 42 Bobber, further stabilising the brand's presence in India's proliferating neo-classic motorcycle market. Named after František Janeček, the founder of the Jawa brand, the 42 FJ blends modern design with the essence of Jawa's heritage.
A Market Revitalised
Under the umbrella of Classic Legends Pvt Ltd, Jawa Yezdi has aggressively reintroduced some well-known brands to India, including Jawa, Yezdi, and the latest, BSA (Birmingham Small Arms Company). The Indian motorcycle market, known for its fascination with classic designs, has responded positively to this revival. Since Jawa's relaunch in 2018, the brand has experienced strong demand, with inventory selling out in its initial months. The company's approach of blending classic aesthetics with modern technology has successfully attracted a loyal customer base, but the company is not looking at selling high numbers.
Rise Of Neo-Classic Motorcycles
The neo-classic segment, which was relatively underexplored in India before Jawa Yezdi's return, has seen significant growth. The popularity of models like the Jawa 42 and Yezdi Roadster has proven that there is a strong market for motorcycles that blend the nostalgia of classic designs with modern engineering. With the addition of the 42 FJ, Jawa continues to push the boundaries of design and performance, appealing to both new and seasoned riders.
Jawa Yezdi's strategy focuses on building a complete portfolio that caters to different segments of the market. The portfolio is divided into three main categories: classics, neo-classics, and customs. This diversification ensures that they offer something for every type of rider, whether they are looking for traditional aesthetics, modern design, or customisable options.
Customer Response & Market Impact
The Indian market's response to Jawa, Yezdi, and BSA motorcycles has been overwhelmingly positive, particularly in urban areas. The classic charm combined with modern technology has resonated with young and middle-aged consumers alike. The 42 FJ, with its INR 1.99 lakh (all prices ex-showroom) starting price, continues this trend by offering functional features at a competitive price. Its 350 Alpha2 engine delivers 28.8 bhp and 29.6 Nm, making it a strong contender in the neo-classic segment. The technical upgrades have been done to the minutest of the details to improve refinement, NVH and handling prowess of the platform. And the Alpha2 platform will be powering other models as well.
The company plans to ramp up its distribution network in anticipation of rising demand. With the festive season approaching, 100 new dealers and service stations will be added across India, expanding the brand's reach to more regions. This move is part of Jawa Yezdi's strategy to strengthen its presence in both urban and semi-urban areas and its around 10% export potential.
Future Of Classic Legends
Despite global competition in the classic motorcycle segment, Jawa Yezdi has managed to carve out a unique space in the Indian market. The company's ability to combine nostalgic design with modern performance has allowed it to stand out among its competitors. The brand has also made strides internationally, with BSA making waves in the UK and other global markets.
As Jawa Yezdi continues to introduce new models like the 42 FJ and expand its network, it is clear that the company is not only banking on nostalgia but also embracing innovation to stay relevant in a competitive industry. As the capacity building is backed by the might of Mahindra, dealership expansion is high on the cards for Jawa Yezdi. The company will soon have exclusive service touch points across the country as well to support its riders.
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