Brixton Motorcycles, an Austrian manufacturer has announced that it will launch its motorcycles in the Indian market. The company has partnered with KAW Veloce Motors Pvt LTD, an Indian company that’s based in Kolhapur, Maharashtra.
As per a press note sent by Brixton, it plans to launch as many as four models in the country and these are currently under development at the company’s design center in Austria. The company adds that these new motorcycles will be designed as per the requirements of the Indian market. That said, they haven’t specified which type of motorcycles are being readied.
A look at the current portfolio of Brixton Motorcycles' shows that they are into building modern-retro motorcycles, roadsters, and scramblers. There are 125cc to 500cc motorcycles and 1200cc bikes as well. Whether the company is developing bespoke. modern-retro motorcycles for India or adaptations of existing motorcycles are unclear. At present, there are plans to open 15 dealerships by the end of 2024, with the number going up to 50 in 2025. The company is also looking at setting up an R&D center in India.
While the entry of a new motorcycle manufacturer in the Indian market means more choice for the customer, Brixton Motorcycles has its work cut out. The Indian market is highly competitive and established manufacturers have years of experience, expertise, and brand names to bank upon.
In such a scenario, a new and rather unknown motorcycle manufacturer will have the tackle the challenge of establishing its brand name, establishing a sales and distribution network, and backing it up with good aftersales support. How well the company deals with these challenges remains to be seen.