Tuesday, April 23, 2024
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BSA and Peugeot tie-up

They’re both great historic European brands and both owned by the massive Indian parent firm Mahindra, and now Peugeot and BSA have gone a step further by announcing a partnership deal for distribution in Europe. French marque Peugeot Motocycles (sic) will use its existing infrastructure in the EU to help supply the new BSA Gold Star 650 single across the continent.

Ashish Joshi, CEO of Classic Legends (a unit of Mahindra), and director at BSA, 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 at Mahindra and president of Peugeot Motocycles, states: “The partnership with BSA is an outstanding opportunity for Peugeot to build on its history in the motorcycle sector. Peugeot 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.”


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