Why Are Yezdi, Jawa And BSA Delaying Their US Launches: Reason Revealed
Classic Legends has shelved its ambitious August 17 launch plans for the US market, dealing a significant blow to the Mahindra-backed motorcycle manufacturer's international expansion strategy. The postponement comes just days after American President Donald Trump announced sweeping 50 per cent tariffs on goods imported from the country, creating an immediate obstacle for the company's carefully orchestrated American debut.
The company, which operates iconic motorcycle brands including Yezdi, Jawa, and BSA, had been preparing for the US market entry with considerable anticipation from distributors and customers alike. Anupam Thareja, Managing Director and Co-Founder of Classic Legends, confirmed that the tariff announcement forced an immediate recalibration of their strategy, despite having eager partners waiting across the Atlantic.
The timing could not have been more challenging. Classic Legends had recently launched the 2025 Yezdi Roadster at Mumbai's Mukesh Mills, deliberately choosing the location known for its ghostly folklore to reinforce the brand's positioning as one that "refuses to die." The 335cc motorcycle, priced between ₹2.10 lakh and ₹2.26 lakh, was intended to be part of the portfolio heading to American shores.
In an interesting twist, the company had already found success with its BSA brand in the UK market. The BSA Bantam has reportedly sold out for the year, demonstrating strong appetite for Classic Legends' heritage motorcycles in developed markets. The company has also been expanding its European footprint into France, Germany, Austria, Italy, and Spain.
Thareja remains optimistic about eventual US market penetration, describing it as "a matter of time" and noting that distributors remain "desperately waiting" for the opportunity to sell these motorcycles.
His confidence stems partly from BSA's historical significance in America. "BSA was once the largest motorcycle company in the world. Its largest market was the US and you can't be the largest motorcycle company in the world if you're not the largest in the US," he explained.
The setback comes as Classic Legends targets doubling its sales this financial year from the 32,343 units sold in FY25. The company has launched four of its planned five new models for the year, with one more expected soon. Their network expansion plans remain on track, aiming to cross 450 dealerships by Diwali and reach over 500 outlets by year-end, which would technically cover 80 per cent of segment volumes.
The premium motorcycle segment where Classic Legends operates faces fierce competition from Royal Enfield, which dominates with over 9 lakh annual units, plus competition from Triumph through Bajaj Auto and Harley-Davidson via Hero MotoCorp. Despite these challenges, Thareja maintains an aggressive stance, comparing their market position to "the only Pepsi" if Royal Enfield is Coke.
Classic Legends' global strategy involves clear brand positioning across markets. BSA will target developed markets, Jawa will focus on Eastern Europe, Latin America including Brazil, Argentina, and Chile, plus parts of North Africa where it enjoys legacy appeal. Yezdi remains designated as the "main brand" for the domestic market.
The company's approach centres heavily on nostalgia and authenticity rather than pure volume chasing. Thareja believes the world is seeking simpler times, pointing to the return of vinyl records, Marshall speakers, Vans shoes, Converse, and Polaroid cameras as evidence of this trend. "In a market that's always chasing the next big thing, it's a remarkable opportunity to bring back the iconic thing," he stated.
Financially, Classic Legends is targeting profitability by the end of FY26, over five years after re-entering the market with Jawa in 2018. The company plans to invest approximately ₹875 crore by mid-next year, compared to ₹410 crore last year, directing funds towards new product development, dealer network expansion, and export acceleration.
While domestic market conditions remain challenging, with Thareja noting that "urban markets particularly are not good for anybody," the company expects the festive season to provide a demand boost through discounts, advertising, and finance schemes.
The US tariff situation, while disappointing, has not deterred their long-term international ambitions. The company maintains that authentic heritage brands cannot be manufactured overnight and take years to build trust and memories with consumers.