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BSA Motorcycles


Motorcyclists in France and Luxembourg are taking delivery of the iconic BSA Gold Star for the first time ever, as a landmark partnership begins delivering the bike to major European countries outside of the UK.

A distribution deal between BSA and Peugeot Motocycles has now come into effect. As a result, bikers can test and buy the BSA Gold Star in France and Luxembourg, with plans to further expand distribution into Germany, Spain, Italy and Austria. This represents a major expansion for BSA Motorcycles as it continues to further build on its strong UK revival story.

It’s the first time that dealers outside of the UK have stocked the Gold Star since the closure of the original BSA Motorcycles company in 1973. The bike was relaunched in November 2021, and quickly made waves in the UK market, but until now it wasn’t available in other countries. Bringing it directly to continental customers marks the latest stage in the resurgence of this legendary British brand.

Ashish Joshi, CEO, Classic Legends, and Director of BSA Company Ltd, said: “We are thrilled to reach this milestone in our mission to bring BSA bikes to audiences all over the world. The deal was done on paper earlier this year, but now it’s reached its most important stage: actually getting the Gold Star into motorcycle enthusiasts’ hands. We have a valuable partnership with Peugeot Motocycles, and their extensive network of dealers is key to making the BSA experience accessible to as many people as possible.”

Éric Apode, CEO, Peugeot Motocycles said: “We’re proud to be a part of the BSA Gold Star story and to support European dealers and motorcyclists by bringing this iconic bike within their reach. Our relationship with dealers is of utmost importance to us, so it’s pleasing to see how on-board and excited they are with this new arrival. It’s clear that the Gold Star is just as in-demand now as it was 50 or more years ago.”

A new chapter for a classic

Affectionately known as ‘Goldie,’ the BSA Gold Star traces its history back to 1937, when Wal Handley lapped Brooklands at a speed of over 100mph on a BSA Empire Star and was subsequently awarded a Gold Star pin. To mark this achievement, BSA designed the Gold Star, originally a 496cc single, which went into production in 1938.

The Gold Star enjoyed constant development throughout its lifetime, with engineers and riders pushing its performance past anything they had originally thought possible. In its 1950s heyday, it was renowned as one of the world’s fastest bikes in its category, with numerous motorsport successes to its name. It was in continuous production until 1963, and eventually succeeded by the BSA B50 range, including a Gold Star model, which continued until the brand ran into difficulties in the early 1970s.

In 2016, the BSA name and rights were brought by Classic Legends with the support of multinational Mahindra Group, who quickly resolved to start a new chapter in the Gold Star’s history. The result was a new design that is unmistakably the Gold Star, but with a modern twist. It combines a 650cc parallel-twin engine with fuel injection, ABS, and traction control, with modern features such as LED lighting and digital instruments.

The new Gold Star was announced in the UK in November 2021, with units going on sale in British dealers in 2022.

BSA Motorcycles