Jawa Yezdi Sales 2024 listed in this story. The fiscal numbers have been compared to last year’s corresponding months to get a clear picture…
Classic Legends, the Mahindra-owned company that owns legendary monikers like Jawa, Yezdi and BSA, debuted with its first product Jawa (300) in 2018. That means it has been in the market for almost six years. With the backing of a cash-rich conglomerate like Mahindra and hefty brand pull towards the brands that were resurrected, sales should have been pretty good, right?
Interestingly, at an average of less than 2300 units per month (for this fiscal), Classic Legends is not just the lowest seller in the Indian market, it has simply failed to connect with the common biker here. Understanding the gap, Classic Legends pulled up its socks and planned complete resurrection of the brand this year.
First, it tried to woo existing owners, then there were attempts to better buying experiences and a big product onslaught was planned. The Jawa 350 was the big ticket launch in January this year that announced the new Classic Legends. We have also seen updates of various products culminating to the introduction of BSA Gold Star 650 in India recently and the Jawa 42 FJ that was introduced couple of days back.
Things should have improved then? As a baseline, sales should have been, at least, better than last year? Here are the numbers for you…
Jawa Yezdi Sales 2024 vs 2023
| 2023 | 2024 | |
| April | 2311 | 2778 |
| May | 2369 | 2440 |
| June | 2618 | 2033 |
| July | 2188 | 2131 |
| August | 2369 | 2058 |
| Total | 11855 | 11440 |
Classic Legends does not share its wholesales and that leaves us with the VAHAN data that shows the actual vehicle retail numbers – which is a more realistic sales data. Forget higher, as you can see, sales for this year are even lower than last year. This is despite all the efforts put in by the company.
Jawa Goes Aggressive; To Enter 2 New Segments This Fiscal; Plans 7-8 Launches
This is a clear indication that buyers have simply not been able to resonate with the brand, that can not even be called as new and settling after so many years in the business. According to me, more than the products or their shortcomings, it is the management’s decisions and the lack of clarity of the market, that have taken Classic Legends in a swamp where it is not able to create any sort of impact in the market. Shockingly, if we take Royal Enfield’s lone Himalayan as a sample, the ADV alone outsells all the Jawas, and the Yezdis of the market.
That definitely begs a question – can Classic Legends be able to do justice to the iconic brands – Jawa and Yezdi, ever?
