Classic Legends’ Paid-Service Retention Rises to 54% as Brand Sentiment Improves

Classic Legends says more customers are returning to its authorised workshops for paid servicing, with retention rising to 54% from about 45% a year ago, with the strong sales growth and improving brand sentiment.

Positive online mentions of its brands increased to 75% from 67% a year ago, while negative mentions declined to 11% from 15%, Jaypradeep Vasudevan, Head of Business Operations at Classic Legends, said at the launch of the Jawa All Stars editions.

Classic Legends is looking to sustain its volume recovery through new products, a wider retail network and greater focus on after-sales and customer engagement, as it works to overcome earlier challenges around product quality, service and distribution that had weighed on the revival of the Jawa and Yezdi brands. 

Online Search Interest Rises 28%

Vasudevan said online searches related to Classic Legends’ brands increased 28% over the past year, from around 30 million to 40 million, which the company sees as an indicator of growing awareness and customer interest.

Classic Legends has been trying to strengthen the ownership experience through service programmes, extended warranties and roadside-assistance initiatives. Its Jawa 42 Bobber All Stars, for instance, is being offered with a four-year/50,000km standard warranty, with options to extend warranty coverage to six years and roadside assistance to eight years.

Vasudevan said the company’s dealerships and service points have an average Google rating of around 4.5 stars, another metric it is tracking as part of efforts to improve customer satisfaction.

The improvement in customer metrics has come alongside stronger business momentum.

Vasudevan said Classic Legends’ business grew 125% year-on-year during the April-June quarter, compared with 39% growth in the segment, describing the company as one of the faster-growing players in its category.

According to FADA data, Classic Legends’ retail momentum has strengthened in FY27. The company retailed 22,279 motorcycles between April and August 2026, up 87.4% from 11,887 units in the same period a year earlier. Monthly registrations remained broadly steady at around 4,200-4,500 units, with April-August volumes already accounting for nearly half of its FY26 retail of 45,409 units. Its share of the overall two-wheeler market has also edged up to around 0.24-0.25% during the period. 

The growth follows a recovery in FY26, in which the company retailed 45,409 motorcycles, up from 32,482 units in FY25, an increase of nearly 40%. Mahindra & Mahindra, which owns 58.37% of Classic Legends, said in its FY26 annual report that the company’s Yezdi portfolio expanded 3.6 times, helped by the updated Yezdi Adventure and new Roadster, as well as the reduction in GST on sub-350cc motorcycles.

However, Classic Legends remains relatively small in India’s overall two-wheeler market and is trying to build scale after several years of uneven volume performance.

Rider Community Part of Retention Push

Classic Legends is also relying on its rider community to build a closer relationship with owners after the initial motorcycle purchase.

Vasudevan said its Nomads community operates from the dealership level, where local rides and customer events are organised, before feeding into larger regional and national activities.

“Every dealership engages with the customers,” he said, adding that such local engagement helps build a wider community around the brands.

The strategy mirrors efforts by larger premium motorcycle brands to use riding events, owner communities and experiences to strengthen customer loyalty and encourage repeat purchases.

Classic Legends had earlier said it planned a three-layer community strategy comprising dealer-led rides, larger central events and partnerships with local riding clubs.

Wider Network, New Products to Support Growth

The company is simultaneously expanding its physical presence.

Classic Legends had earlier set a target of reaching 500 outlets before the festive season, around 540 by the end of FY27 and more than 700 by FY28. The expansion is aimed at improving both sales reach and after-sales accessibility in the mid-capacity motorcycle market.

New products will form the other part of its growth strategy. 

“With all that, we have been able to see that customer interest has been growing and that is reflecting in positive business growth,” Vasudevan said, adding that the company intends to “further accelerate” its growth journey with new products.

Classic Legends has maintained a steady product cadence in FY27, beginning with the updated Yezdi Scrambler 350 and the BSA Scrambler 650 in April. It has since expanded the Jawa portfolio with the 42 FJ All Stars edition in August, followed by the 42 Bobber All Stars and an updated Jawa 42 All Stars in September. The company had earlier said it planned four new model launches during FY27. 

For Classic Legends, the larger challenge will be converting the recent improvement in volumes and customer metrics into sustained growth after earlier attempts to rapidly scale Jawa and Yezdi fell short of expectations.