Resurrecting former motorcycle brand names has been done many times and occasionally, it works out. BSA, which slid under the waves in the early 1970s, has been fished out of the water. In 2016, Mahindra purchased the brand and all rights to the BSA motorcycle business and for 2022, they plan to begin producing the new 2022 BSA Gold Star looking much like the original, but brand new.
The Gold Star is powered by a 652cc, liquid-cooled, DOHC single cylinder, with 4 valves and twin spark plugs, a far cry from the old Gold Star, but necessary to make it in today’s motoring world. It develops 45 horsepower, running through a 5 speed transmission and there’s Brembo discs front and rear. Price isn’t mentioned.
The new Gold Star is a fine looking bike and I’m sure they’re counting on nostalgia to fuel sales of the updated version, though the demographics of riders who remember the original Gold Star is ageing out of the market. I like the looks of it, but how many riders in their 20s or 30s will find it appealing? Possibly a lot of them, maybe just a few, I have no idea.
On the other hand, I noticed this on their website:
Earlier this year, BSA Company Ltd. was also awarded a £4.6 million grant by the UK Government for the development of zero-emission motorcycles, as part of the low-carbon automotive initiative.
Zero emission motorcycles translates to electric motorcycles and I’m not sure if nostalgia for BSA will carry over into the electric world. It also makes you wonder what Mahindra’s long term plans are for the BSA brand and whether grants like this one and electric incentives figure into their planning. Is the gas powered Gold Star a one and done before switching to electric?
Whatever the case, we’re in a strange place right now and what works in the motorcycle business is anyone’s guess. Will the new BSA have the magic? Stay tuned.