Classic Legends is gearing up to reintroduce the iconic British brand BSA, making it the third brand in its India portfolio. The inaugural product under the BSA banner will be the Goldstar 650, already available in international markets. The India launch and price announcement for the BSA Goldstar 650 is set for 15 August 2024. Here’s our estimate of how Classic Legends might price the BSA.
Several factors suggest that the Goldstar 650 will be priced very competitively. Firstly, it will be manufactured locally in India, which will keep input costs low. Additionally, the use of conventional cycle parts and simple engine construction will help maintain low manufacturing costs. The motorcycle features a 650cc, liquid-cooled, DOHC engine, a single-cylinder unit. Traditional components like a dual-cradle frame, spoke wheels, telescopic front forks, and a dual-pod analogue console with a small LCD display all contribute to reduced manufacturing expenses.
The pricing strategy for the Goldstar 650 will also be influenced by its main competitor, the Royal Enfield Interceptor 650, and the accessibility it offers. The Interceptor 650, starting at Rs. 3.03 lakh (ex-showroom), is the most affordable twin-cylinder motorcycle in India. It enjoys significant popularity and strong brand recognition. To generate initial excitement around BSA and capture the attention of potential buyers, Classic Legends will likely keep prices extremely competitive.
Considering these factors, we anticipate that the starting price of the BSA Goldstar 650 will be around Rs. 2.40-2.60 lakh (ex-showroom), at least for the initial few months as an introductory price. There may be different color options available, with prices varying accordingly. This pricing strategy will help Classic Legends establish a significant presence in the middle-weight motorcycle category and give the Goldstar 650 an edge over the popular Interceptor 650.
By combining local manufacturing, traditional design elements, and competitive pricing, Classic Legends is poised to make a strong impact with the BSA Goldstar 650. This strategic approach will not only attract attention but also create a buzz around the reintroduction of the BSA brand in India, potentially setting the stage for long-term success in the competitive motorcycle market.