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BSA Motorcycles

BSA Company joins forces with Peugeot Motocycles distribution network

BSA Motorcycles has reached yet another significant milestone in the revival of the iconic British brand as it partners with Peugeot Motocycles for the European distribution of the new Gold Star.

In 2021, after a tantalising 50-year wait, BSA launched the Gold Star, its first new model following the acquisition by Classic Legends, a subsidiary of the Mahindra Group.

A sister company to BSA in the Mahindra group, Peugeot Motocycles was established in 1898 and has a long and rich history as the oldest manufacturer of motorcycles. A strong established network of dealerships across Europe and the affinity in history and values made them the natural choice for the European distribution partner of BSA.

The BSA team will be at the Peugeot Motocycles stand at EICMA, Milan from 8th to 13th November and further details of the partnership, distribution and dealer network will follow in early 2023.


Ashish Joshi, CEO, Classic Legends, and Director of BSA Company Ltd, said: “This is the next exciting step for us to bring BSA bikes, a great British brand, to the rest of the world. Peugeot Motocycles share with us a long history of the love of two wheels and their extensive European network provides the perfect route to get the new BSA Gold Star into the hands of customers.”

Gurpratap Boparai, CEO – Automotive Businesses, Europe Mahindra & Mahindra and President of Peugeot Motocycles, states: “The partnership with BSA is an outstanding opportunity for Peugeot Motocycles to build on its history in the motorcycle sector. Peugeot Motocycles has always had motorcycles in its DNA, launching its first model in 1898. The story goes on! Thanks to this partnership we are strengthening our expansion on the European market and continuing to enlarge our product ranges.”


About BSA Company Ltd

BSA Company Ltd, trading as BSA Motorcycles, is a motorcycle manufacturer acquired in October 2016 by Classic Legends Pvt. Ltd, a subsidiary of the Mahindra Group. Their vision is to build motorcycles that retain the DNA of the original Birmingham-based BSA brand.

In 2021, BSA Company Ltd was awarded a £4.6 million grant by the UK Government to develop zero-emission motorcycles as part of the low-carbon automotive initiative.

About Peugeot Motocycles

Peugeot Motocycles is a historic player in motorised two and three-wheelers since 1898. Headquartered in Mandeure in the Doubs (France) since 1898, the company is today present in nearly 70 countries around the world and distributed through more than 3,000 sales points. Peugeot Motocycles is wholly owned by the Mahindra Group. The visionary and effortlessly stylish Peugeot Motocycles brand reaches well beyond its French roots as it seeks to deliver a truly Premium Urban Lifestyle Experience, for its customers to enjoy the very best of what city life has to offer.


For more information:

Palmer Hargreaves (for BSA)  Email:

Mélina Girardeau (for Peugeot Motocycles) – Email:


BSA Motorcycles