March 27, 2023

Mahindra’s bet on two-wheelers didn’t work again, Jawa Yezdi’s comeback didn’t work. Mahindra two-wheeler brand Jawa Yezdi Comeback not competing with Royal Enfield bikes

Jawa and Yezdi couldn’t recreate the same magic. Average monthly sales of both bike brands are between 3,000-3,500 units. Now with this kind of performance, how will Mahindra’s two-wheeler company compete with a big brand like Royal Enfield.

Jawa Yezdi Bike

Image credit source: Jawa-Yezdi

Jawa-Yezdi bikes dominated Indian roads from the 1960s to the 90s. However, people were heartbroken when the European company stopped production in 1996. In 2018, Jawa returned to India after 22 years with the launch of Jawa 293cc and Jawa Forty Two by Mahindra. And after 25 years in 2022, Yezdi also made a comeback with Scrambler, Roadster and Adventure motorcycles. Initially they got huge bookings but later their performance faded.

Jawa and Yezdi, which once created terror, are back, but both these brands have not been able to create magic like before. Average monthly sales of both these brands are 3,000-3,500 units. According to the Federation of Automobile Dealers Association (FADA), they had just 0.25 percent market share in the two-wheeler market in February 2023.

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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 had a market share of 5.07 percent, and retail sales of 64,195 units. Mahindra & Mahindra sells Classic Legends, Jawa and Yezdi bikes.

Jawa-Yezdi Trouble

The company faces many problems like supply chain, long waiting period, quality parts and finishing, semi-conductor. Classic Legends co-founder Anupam Thareja 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 semiconductor chips.

Jawa-Yezdi has hope

Mahindra’s company Classic Legends, which sells Jawa-Yezdi motorcycles, is trying to remove whatever barriers there may be. By the next quarter, the company is working to touch the number of 500 dealerships. The company is also going to launch one or two new big bikes soon. Already, the company’s third brand, BSA, has sold 5,000 bikes in the UK.

Mahindra & Mahindra entered the two-wheeler segment for the first time in 2008 by forming a company called Mahindra Two Wheelers Limited. Apart from the Mahindra Centuro motorcycle, the company has also launched scooters named Duro and Rodeo. Currently, this company sells Mahindra Mojo 300 BS6.

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