No Rush To Go Electric: Inside Classic Legends’ Strategy

In a market driven by nostalgia and rising aspirations, Classic Legends has carved a unique niche by reviving iconic motorcycle brands like Jawa, Yezdi, and BSA. In this candid conversation with Utkarsh Agarwal, Editorial Lead of BW Auto World, Anupam Thareja, Co-founder of Classic Legends, and Sharad Agarwal, Chief Business Officer, speak about their journey since relaunching operations in 2020, navigating post-pandemic recovery, and the bold bets they’re placing on design, product strategy, and global expansion. 

In this insightful exchange, they reflect on what drives Classic Legends and what’s next on the road ahead.

Read the excerpts below

Since the relaunch in 2020, how has Jawa-Yezdi evolved and what kind of response have you seen in the market?
Anupam Thareja: From a brand perspective, awareness and consideration have been excellent. In some regions, we are even market leaders. Unfortunately, we launched it just before Covid - which did slow us down but post pandemic we’ve made strong progress. Now our product portfolio is getting completed, we recently launched the 3rd generation Yezdi Adventure bike as well. So, in the last 12-14 months whatever we have achieved, has not only won the awards but internally, our parameters whether it’s product positioning, quality, or customer feedback have all been exceptionally strong. That’s what I call evolution. 

Can you share your sales numbers for the previous financial year?
Anupam Thareja: We haven’t released it, but have we have given a projection of 90,000 units by FY’26. We might fall slightly short due to export delays caused by new tariffs, but we are largely on track.

What’s the significance of the 3rd generation Yezdi Adventure motorcycle launched recently? And what sales numbers are you targeting with this?
Sharad Agarwal: The Adventure category in the 250–700cc segment contributes 6-7 per cent of the market, which is around 65,000–70,000 units annually. We launched the 2024 Adventure model last year and quickly became the fastest-growing brand in this segment. With this latest version we are further reinforcing our position with a strong mix of design, performance, and tech - all offered at an accessible price point. So, this combination is unbeatable, and we believe that it will disrupt the segment. We’ve also ensured the bike stands out visually. The dual headlamps and tail lamps, along with its unique form, make it instantly recognisable on the road.

There’s always debate around the importance of design versus performance. Where do you stand?
Anupam Thareja: Design is becoming the most critical thing in the world. I tell you why, because now Quality is hygiene. You cannot have bad quality. There is no segment called bad quality. With so much commoditisation, the real differentiator in premium motorcycles comes from design. It’s the first thing that connects emotionally with the rider and creates aspirational value. Especially in the premium bike segment, which might be just 5 per cent of the volume, but contributes significantly to value and profitability. You can’t win just with performance anymore.

Sharad Agarwal: I completely agree. This category is not about commuting - it’s about aspiration. Riders upgrading from 150cc to 350cc are looking for a statement. While performance is expected to a certain level, design drives that emotional decision. And remember, bad design can’t be saved by good marketing. In fact, good marketing will only make a bad product fail faster.

Will this new Yezdi Adventure model be exported?
Anupam Thareja: Yes, but not under the Yezdi brand. Yezdi doesn't have brand recognition in Western markets, everybody knows BSA. For exports, we follow a brand-specific strategy: BSA for Western markets, Jawa for Eastern markets, and Yezdi for India. So, while the product may go outside, it will be rebadged under the BSA brand. We are launching BSA Scrambler on this 15th July.

What's your take on the current global trade policies like the US tariffs and UK-India FTA? Has it impacted your brand anyway in India and your strategies? 
Anupam Thareja: Of course, we had a problem. Brands that were already present in the market had their inventory priced under the previous tariff structure. However, any new entrants now have to operate under the revised tariffs, which has made exports significantly more expensive. Even those existing players will be impacted once they begin importing new inventory next year. But as of now, I don't know what the tariffs are, whether it's 10 per cent, whether it's still 4 per cent, whether it will be 100 per cent, the way he is saying. I don't know. 

Due to this uncertainty, we had no choice but to halt exports. Since April, we haven’t exported a single motorcycle. We're just sitting. In worst case, we might eventually absorb some of the cost, but for now, we’re waiting for clarity.

India-UK FTA will significantly reduce the prices of UK-based vehicles in India. And Norton is trying to enter the Indian market. What are your views on the competition? 
Anupam Thareja: Norton is now owned by TVS, and they’ll manufacture here. Anybody making anything in the US cannot compete with India, even with zero tariffs. We are too good as a country. We are at the epitome of quality, and price. In automotive, you can't beat India on price. Not possible. Yes. At higher CC, really higher CC bikes, they can. No doubt. For example, Range Rovers’ can be half the price. Harley-Davidson Fat Boys’ can also see price reduction. But can they ever sell it at Rs. 7 lakh or Rs. 5 lakh rupees or Rs. 3 lakh rupees? No. That's 99.9 per cent of the market. What we care about is please don't put tariff on me.

Classic Legends hasn’t entered the EV segment yet, nor they have announced any plans. What are you plans for electric motorcycles?
Anupam Thareja: Who said we haven’t? We restarted operations in 2020 only. Any company investing thousands of crores in motorcycles, can they not start with an EV strategy? How is that possible? If I had started EV and IC simultaneously, which one would I make first? EVs. There's nothing in it - but the infrastructure isn’t ready. Our target market is highway and adventure riders, where there is no charging infrastructure yet. So why rush just to be first? That mindset of being first for the sake of it - is misplaced. We represent just 5 per cent of the market; let the remaining 95 per cent create the ecosystem.

Sharad Agarwal: EV motorcycle adoption is still niche. Even a startup like Ultraviolette has pivoted to scooters. Until the infrastructure and technology support long-range, highway-capable bikes at the right price, we’re watching and waiting. But when the market is ready, we might launch faster than anyone else.

Anupam Thareja: By the way, globally also the EV motorcycle market has tanked. It's down 68 per cent. The moment somebody pulls off subsidy, market tanks.

How do you view the Indian government's support towards the EV segment?  
Anupam Thareja: Big for electric scooters and passenger vehicles but motorcycle is not a government-supported environment. Motorcycles, especially in the performance segment, require tech that can deliver 100 -120 km range at a competitive price. Until that becomes viable, the segment won’t scale. Unfortunately, there is no technology right now. Plus, a motorcycle doesn’t hide anything where do you even place the battery on a naked bike?
Let the market of swappable batteries develop. Let the refinancing happen. Let the resale happen. Let the charging infrastructure develop. Once the ecosystem is ready, we’ll be there. That’s our promise.

What’s your long-term vision for the company?
Anupam Thareja: We aim to be a global Indian company in the mid-size motorcycle segment. We were the first Indian manufacturer to launch a product in the UK before bringing it to India. We sold it there for a year and then got it here. That shows the confidence we have in our product quality and technology. Our long-term play is global - built in India and loved everywhere.