Anand Mahindra is known for sharing the details of many Mahindra products on Twitter. Recently, Mahindra tweeted about the fast-approaching re-launch of the Jawa motorcycles in the country. He tweeted, “We all know about the advice to ‘Dance in the rain..’ But with Jawa’s imminent resurrection you can’t blame me for pushing this avatar of the quote .” Along with the tweet, there’s an image of a motorcycle with a caption that reads: “Life is not about waiting for the storm to pass. It’s about learning to ride in the rain”.
— anand mahindra (@anandmahindra) June 28, 2018
While the motorcycle in the image isn’t a Jawa, Mahindra’s tweet does hint at an imminent launch of the revived Jawa brand. The first Jawa motorcycle is expected to be launched in 2019. It won’t feature the Mahindra branding and will be sold through a separate dealer network. The current Jawa motorcycles that are sold abroad are dated models that have a really low chance of making it to India. Instead, in all probability, the first motorcycle from the resurrected Jawa brand could be a retro-style motorcycle that will share its underpinnings with the Mahindra Mojo. The upcoming Jawa motorcycle will become a direct rival to the Royal Enfield Classic 350.
It’s noteworthy here that Mahindra has already made it clear that it will be focussing only on premium motorcycles. Classic Legends Private Limited, a subsidiary of Mahindra and Mahindra, acquired BSA Company about a couple of years ago. Mahindra and Mahindra owns a 60% stake in Classic Legends Private Limited. This allows Mahindra to obtain a licence for BSA and Jawa brands and use it for sales, marketing, and distribution of Jawa and BSA motorcycles in India. Mahindra will produce Jawa and BSA motorcycles at its Pithampura facility in Madhya Pradesh.
Jawa motorcycles enjoy a special place in the hearts of many Indian motorcycle enthusiasts. Back in the day, these motorcycles used to be a preferred choice of all those who needed a fun-to-ride commuter motorcycle. It now looks like Mahindra and Mahindra is all set to capitalize on the high brand image of Jawa motorcycles in India.