The revived BSA Gold Star motorcycle, produced in the UK by Mahindra, is on show at the NEC this week and although it’s a modern machine, IE thinks that this fantastic heritage brand revival will also inspire more classic bike fans to get back on the road next spring – and buy more machines to add to their collection. That provides a big opportunity for specialist brokers.
If you look at the UK motorcycle market, demand is being driven by older bikers, mainly male, reliving their younger days via classic machinery. Sportbike sales are shrinking and naked/classic/adventure category bikes are selling far better. Here are some reasons why IE is expecting a bike boom in 2022;
House price inflation means older people can cash in by selling property at the market peak.
Savings rates remain pitifully low, so assets like classic bikes may appreciate better than cash.
Continued congestion and neglect of UK roads means performance machines aren’t really much use anymore.
Working from home means sneaking out for a ride on sunny afternoons is a distinct possibility.
It is likely that the UK and EU alike will demand several PCR tests, masks, an EU valid vax passport and digital proof of where you staying, in order for anyone to travel next summer and then return to the UK. Many bikers will reject the `Papers please citizen’ 1930s Osterreich experience and sell their big touring bikes.
That is likely to focus motorcycle owners on more UK-based activities, which means sit-up-straight bikes like the BSA, which are affordable, will attract buyers. For brokers active in the UK market, supporting shows & events next summer is more likely to pay dividends in terms of reaching these wealthier classic bike fans than old school advrtising in magazines or on websites.
Announcing the reveal of the new motorcycle, Mr Anand Mahindra, Chairman of Mahindra Group, commented:
“BSA reigned supreme during the golden era of British motorcycles, renowned for their spirit and impeccable workmanship. We’re incredibly honoured to be showcasing a new model that captures the DNA of such a legendary brand, which stamped an undeniable mark on the world of motorcycling. The next chapter in the brand’s history is going to be an exciting ride.”
Mr Ashish Singh Joshi, Director of BSA Company Ltd., added:
“For us, the new BSA Gold Star is not just a motorcycle, but an emotion and we pursued the journey of bringing BSA back with utmost passion. To stay authentic to its roots, the new Gold Star was designed and engineered in the UK. The new motorcycle incorporates BSA’s DNA and stays a Gold Star that is true to its lineage.”
BSA Motorcycles are attending Motorcycle Live, held 4-12 December 2021 at NEC Birmingham. They are exhibiting in Hall 4, Stand 4D10.
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