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HomeNEWSINTERNATIONALBSA back on the Continent

BSA back on the Continent

It’s been 50 years since BSA bikes were last on sale in France. But we’ll soon see the BSA Gold Star invading showroom floors across the Channel once again. The firm’s UK importer, Lukas Distribution, has teamed up with the French bike firm Peugeot Motocycles to distribute the Indian-built BSA single-cylinder roadster to dealers in France and Luxembourg – and there are plans to expand into Germany, Spain, Italy and Austria.

It’s the first time that dealers outside of the UK have been able to sell a BSA Gold Star since the closure of the original BSA Motorcycles company in 1973. The new Mahindra-built BSA machine was launched in November 2021, and has been a big hit in the UK market, but until now, it hasn’t been available in any other country. Expanding supply to the EU marks the latest stage in the resurgence of the legendary brand.

Ashish Joshi, CEO of 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 worldwide. 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 of 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.”

MAKING DREAMS COME TRUE
BSA and the National Motorcycle Museum have

Richard George, left, and Wesley Wall with the BSA A10

helped make a classic motorcycle enthusiast’s dream come true. Richard George wanted to get his late father’s 1957 BSA A10 back on the road to celebrate his dad’s legacy. And, together with his brother Phil, restoration experts at the NMM and BSA, he’s aiming to ride it at the 2024 Distinguished Gentleman’s Ride.

Roy Pinto, marketing manager at BSA, said: “Richard’s story encapsulates the BSA spirit perfectly. This brand means so much to so many people, and our heritage and legacy live on in motorcycling communities and families. When we heard about Richard’s quest, we were touched by his story and keen to help him achieve his goal. BSA motorcycles have gone down in history as classics, and if we can work with Richard and the museum to keep this one alive, we not only further the A10’s legacy but that of Richard’s father too.”

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