Classic Legends, which launched the Jawa brand three years ago, is now aiming to enter the mid-size segment (300cc – 650cc) with the launch of Yezdi.
He was speaking at the launch of three new motorcycles under the Yezdi brand. The new two-wheelers called the Adventure, Scrambler and Roadster will be in three different segments. The Adventure range starts at Rs 209,900, Scrambler range starts at Rs 204,900 and Roadster starts at Rs 198,142 - all prices ex-showroom, Delhi.
In terms of tech specs, all three motorcycles are powered by the 334cc liquid-cooled, fuel injected, DOHC single cylinder engine and have been tuned to meet the various demands. While the Roadster offers a max power of 29.7 PS @ 7300 rpm and a max torque of 29 Nm @ 6500rpm, the Scrambler offers a power and torque of 29. 1 PS @ 8000 rpm and 28.2 Nm @ 6750 rpm. The Adventure on the other hand gives our 30.2 PS @ 8000 rpm and 29.9 Nm @ 6500 rpm.
The Adventure is also the heavier between the three at 188 kg, while the Roadster and Scrambler weigh 184 kg and 182 kg, respectively. They also come with 320 mm Disc with Floating Caliper and ABS in the front and 240 mm Disc in the rear. All three will have LCD display consoles with all standard functionalities like tripmeter, distance to empty, time, ABS mode and gear indicator. But, the Adventure gets tilt-adjust display for seated as well as ‘standing on the pegs’ riding postures. It will also have Bluetooth connectivity and turn-by-turn navigation standard.
According to Anupam Thareja, founder, Classic Legends, the potential for the Yezdi brand is good because 80% of those who bought the Jawa are in the age group of below 30.” The brand persona of the Yezdi which stands for a rebellious or young customer, would appeal to millennials.
Thareja said the Indian market has matured and is ripe for the mid-size segment especially with the “200-650cc being the fastest-growing segment in the country” and there are opportunities for customers to upgrade.” Thareja who is also founder and managing partner, Phi Capital, said the company has been able to absorb learnings from its experience with the Jawa, and is now confident that it is now better prepared to meet customer demand.
Thareja estimates that the mid-size segment has the potential to reach half a million units if there are no major disruptions. However, he is clear that the brand will be positioned as a niche and not just be a ‘me too’ brand. It aims to achieve is by focusing on the motorcycling experience, instead of just selling a ‘motorcycle’. The emphasis, therefore, is creating a community of riders, providing unique riding experiences, or even advanced training for riders.
With regard to production capacities, Thareja said the company has sufficient capacity of 500,000 units and inventory to be able to meet the customer demand. “Except for some critical parts which are not manufactured in India, we have been able to localise almost everything.”
Nothing could have prepared anyone for the Omicron wave that is now spreading but despite facing delays in the launch the Yezdi brand, the company is confident that the situation will stabilize.
According to Thareja, the company is already profitable on per unit basis, and the idea is to continue to be agile and be profitable. In terms of expansion, the company has onboarded around 300 dealers from the earlier 100.
With regard to the electric motorcycle in the Classic Legends portfolio, Thareja agreed that while the buzzword of electric will find its way in almost all segments, “in the two-wheeler segment, the mid-size segment will be the last one to adopt electrification.” The reason behind this, in his view, is that the mid-size segment is neither a premium niche category or the mass-market workhorse category. It is more about the ‘joy of motorcycling’. The company is also considering bringing in BSA e-motorcycle to India but says it would likely have more export potential.