Monthly sales figures paint a completely different picture than the one initial booking numbers did
When Classic Legends unveiled the new Jawa Motorcycles range in 2018, it was greeted with excellent response from the customers. It seemed like the firm which is under Mahindra’s umbrella got it spot on and is all set to challenge Royal Enfield’s prolonged monopoly in the country’s medium displacement motorcycle segment.
Sales below expectation
Classic Legends started of with impressive number of bookings but huge delay in deliveries has put a significant number of customers off. Moreover, several customers complained about quality issues on practically brand new Jawa Motorcycles. As months went by, it became clear that the company is finding it difficult to meet the demand as well as quality expectations.
The retro-classic two wheeler brand chose to keep its monthly sales figures under wraps. However, for the month of July 2020, FADA (Federation of Automobile Dealers Association) has released two wheeler sales figures including those of Classic Legends. As per the document, only 569 units of Jawa Motorcycles were sold, representing a market share of just 0.07%. During the same month last year, Jawa managed to sell 991 units at an identical market share.
Two Wheeler Retail Sales – July 2020. Source – FADA
In contrast, Jawa’s primary rival Royal Enfield managed to clock sales of 34,313 units at a market share of 3.92%. That’s around 60 times more than what Class Legends’ tally. Yes, RE did register a significant YoY sales decline but so did the industry in general.
With access to decent product platform (Jawa products are based on Mahindra Mojo‘s engine) as well as Mahindra’s under utilized two wheeler plant, Classic Legends could have executed its business plan in a much better way, thereby emerging as a threat to the market leader. However, as things stand now, it looks like Royal Enfield has nothing to worry about for a long time to come.
Classic Legends’ future plans
Classic Legends recently introduced the BS6 versions of Jawa and Jawa Forty Two with updated exhaust system and an additional catalytic converter. The company also commenced deliveries of the long awaited Perak limited edition bobber.
Classic Legends is also reportedly developing an electric motorcycle to be branded as Yezdi, another badge which evokes nostalgia. Details are scarce as of now but it is being reported that the company is attempting to develop the electric motorcycle completely in house. The product in question will be pitted against Royal Enfield’s upcoming zero emission product.
Source: Bike - rushlane.com
