Jawa and Yezdi could not recreate the same magic. Average monthly sales of both the bike brands are in the range of 3,000-3,500 units. Now with such performance, how will the two wheeler company from Mahindra compete with a big brand like Royal Enfield.
Jawa-Yezdi bikes dominated the Indian roads from the 1960s to the 90s. However, people were heartbroken in 1996 when the European company stopped production. After 22 years in 2018, Jawa made a comeback in India by launching Jawa 293cc and Jawa Forty Two through Mahindra. And after 25 years in 2022, Yezdi also made a comeback with Scrambler, Roadster and Adventure motorcycles. After getting huge bookings in the beginning, their performance faded later.
Jawa and Yezdi, which created panic once upon a time, have made a comeback, but both these brands are not able to create the same magic as before. The average monthly sales of both these brands is 3,000-3,500 units. According to the Federation of Automobile Dealers Association (FADA), they had only 0.25 per cent market share in the two-wheeler market in February 2023.
How will it compete with Royal Enfield?
Royal Enfield has a strong presence in the 350cc segment. But with low monthly sales, how will Mahindra’s Jawa-Yezdi motorcycles compete with Royal Enfield bikes? Last month, Royal Enfield’s market share is 5.07 percent, and retail sales are 64,195 units. Classic Legends, owned by Mahindra & Mahindra, sells Jawa and Yezdi bikes.
Jawa-Yezdi trouble
The company has faced many problems like supply chain, long waiting period, quality parts and finishing, semi-conductors. Anupam Thareja, co-founder of Classic Legends, says that the last nine months have been the first stable nine months for us. However, they believe that there will be a shortage of semi-conductor chips.
Jawa-Yezdi has hope
Mahindra’s company Classic Legends, which sells Jawa-Yezdi motorcycles, is trying to remove whatever bottlenecks are there. By the next quarter, the company is working on touching the figure of 500 dealerships. The company is also going to launch one or two new big bikes soon. Meanwhile, the company’s third brand BSA has already sold 5,000 bikes in the UK.
Mahindra & Mahindra entered the two-wheeler segment for the first time in 2008 by forming a company named Mahindra Two Wheelers Limited. Apart from the Mahindra Centuro motorcycle, the company also introduced scooters called Duro and Rodeo. Currently, this company sells Mahindra Mojo 300 BS6.
