Mumbai-headquartered Mahindra & Mahindra is looking to further strengthen the Jawa Motorcycles brand, the two-wheeler business of Classic Legends. It has roped in auto industry veteran Rajan Wadhera as the joint CEO of the iconic bike brand. Wadhera will closely work with Ashish Joshi, CEO and report to Anupam Thareja, lead director of Classic Legends.
Wadhera, who retired and stepped down from his executive role as President - Auto Sector at Mahindra & Mahindra on April 1, 2020, has been one of the leading faces of the Indian automotive industry and is the former president of SIAM (Society of Indian Automobile Manufacturers).
Wadhera has continued his association with Mahindra, as senior advisor for different assignments and has been specifically mentoring and guiding teams at the organisation in a few identified businesses in AFS. In his new role, Wadhera will provide impetus to the ongoing efforts to strengthen the Jawa two-wheeler brand and is expected to actively contribute to develop sustainable and scalable business strategies and meet the short- and long-term objectives.
Using his vast experience, Wadhera will provide leadership to various functional leaders (Plant Head, R&D Head, CDMM, Quality Control and SSU) and their teams across the company, its constituents, and subsidiaries in their respective operations. His appointment is with effect from December 1, 2020.
On November 11, 2020, Classic Legends has announced that it had crossed sales of 50,000 units of Jawa motorcycles, which the company says has been achieved in an effective 12 months of full operations, considering a complete halt during the lockdown period with near zero inventories due to the waiting period.
Wadhera will also continue to provide his advisory support to Mahindra Electric and Mahindra Mitsubishi Agriculture Machinery (MMAM).
Meanwhile, in another internal move, Deven Kataria, chief of operations, Mahindra Two Wheelers will be moving into a senior role at Peugeot Motorcycles, effectively March 1, 2021, the details of his new position and role is expected to be announced at a later date.
Also read: Mahindra redials two-wheeler business, targets niche market with BSA and Jawa brands