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BSAs Back in France

BSA’s UK importer, Lukas Distribution, is teaming up with Peugeot Motorcycles to distribute the new Gold Star in France. BSAs haven’t been on sale in France since the demise of the original company in 1973, but now the UK importer will be ‘exporting’ them to Luxembourg as well as France, with plans to expand into Germany, Spain, Italy, and Austria.

The Gold Star, built by Mahindra in India, has been quite a hit in the UK since it went on sale here in November 2021, but until now it hasn’t been sold anywhere else. Ashish Joshi, CEO of Classic Legends, and director of BSA Company Ltd (owned by Mahindra) said: “We are thrilled to reach this milestone in our mission to bring BSA bikes to audiences worldwide…We have a valuable partnership with Peugeot Motorcycles, and their extensive network of dealers is key to making the BSA experience accessible to as many people as possible.”

Meanwhile parent company Mahindra has underlined its commitment to motorcycle production by planning to invest up to £100 million over the next three years. Its Classic Legends subsidiary runs three retro badges – BSA, Jawa and Yezdi, whose 334cc singles are aimed directly at the Royal Enfield Bullet. The company is also working with the University of Warwick on an electric motorcycle, aimed at the UK and Europe, and due for launch in 2024.

Jim Freeman, Chair of the BMF, was amused to see BSAs back in France, 50 years after they were last sold there. “Yes indeed, great looking bikes too. I note that they already have the owner’s manual in French, Italian and Spanish on their website. The owner’s manual is pretty useful too. The service schedule is interesting, valve clearances are an ‘inspect’ item every 5th service at 48months /24,000 kms, which would be a fantasy item for an original Goldie! The Rotax engine is very reassuring, it might be a cheap bike, but the money’s been spent on the right things. I like the lack of electronic gewgaws, if you want a retro ‘classic’, this is the way to do it. ”

Written by Peter Henshaw

Top image courtesy of BSA