Mojo to become Mahindra's premium bike brand
Mahindra’s mass market products such as the Centuro and the Gusto haven't enjoyed too much success. However, the 300cc Mojo, though not a runaway success in terms of sales, has certainly established itself as a well-known brand. At the recent announcement regarding the purchase of the rights of the BSA and Jawa brands, the company outlined their two-wheeler plans for the future.
The big news is that Mahindra Two-Wheelers will be shifting its focus away from smaller offerings – the Centuro and Gusto. While the company will not axe the brands, Mahindra will cut down the advertising spends on these products and put a cap on future development for them.
The company will instead focus on building the Mojo into an umbrella brand, much like Bajaj’s Pulsar, by offering multiple bikes with varying engine capacities and styles under the same moniker. This will be kept separate from the Classic Legends brand which will make classic motorcycles sporting the BSA (for Europe and the US) and Jawa (for India) badges.