BSA Becomes Part of ‘Peugeot Motocycles Group’
Nope, that is not a typo, the ‘Peugeot Motocycles Group’ (without an ‘R’) will include BSA alongside four other two-wheel brands
BSA and Peugeot (which is owned by Mahindra) first moved closer to each other in 2022, when the revived British brand joined the French brand’s distribution network. The move enabled ‘Beeza’ to distribute its Gold Star 650 to other nations as well as the UK.
2021 saw BSA launch the aforementioned Gold Star, which became its first new model in around 50 years. That launch came about thanks to Mahindra, which oversaw the rebirth of the BSA after purchasing the brand for £3.4 million in 2016. The Indian automotive giant also took total control of Peugeot Motocycles in October 2019.
Sitting within the new Peugeot Motocycles Group (PMG) is Peugeot Motocycles (at the head of the group), Kisbee By Peugeot Motocycles, Django By Peugeot Motocycles, BSA Motorcycles, and DAB Motors. Kisbee will focus on modern urban mobility and scooter solutions, while Django will be a more retro, heritage-focused scooter brand. BSA will continue as is, building retro bikes with a distinctive classic British feel, while DAB will be producing French-built high-end electric machines.
The move to house the Mahindra-owned brands under one European roof looks like a solid move, meaning the smaller, fledgling companies can rely on the more established network of the larger group, while still retaining their own identities. The collection of companies also fits nicely with PMG’s slogan of having “An ambition for every road”, be that commuting, retro riding, or moving into the premium EV segment via the DAB brand.
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
