2025 BSA Thunderbolt

[Novocastrian]

The new BSA Thunderbolt launched today at the Milan EICMA show....

(... essentially a rebadged Yezdi Adventure)

[limeyrob]

I'm a bit puzzled.  Are they running before they can walk?  Cashing in on brand recognition? Planning to expand away from retro bikes?
I don't hold a view but I am trying to work out the game plan.

[DAVE BRADY]

Hi,

I would guess that the idea is to follow the Triumph route with the retro bikes creating interest and tapping in to a ready audience namely us and then expand the range to appeal to those who appreciate a more modern look and spec.
I would say that the more new/younger/young people who are drawn to the BSA range the better for us when we want/need to pass on our bikes. If we make the effort we can bring many of those new to BSA in to our Club and encourage an interest in the older models.  If we fail to nurture this interest the BSAOC will die with us and whilst some of our bikes may survive in use and a few may end up in museums the rest will be recycled, that is scrapped.  The only plus I can see is that the recycle metals may end up in new BSAs
The future is in our hands so lets get to work.

Dave.

[Allan G]

It's great to see they have produced a modern bike in a modern era.

Bloors Triumph started off with modern bikes, they started on the retro once their brand was successful and re established.

I'd be interested in seeing how many people younger than 50 are interested in the new Goldstar? I've been brought up with BSA and have it running through my veins... but I'd have a proper pre unit single Goldstar any day. The bantam is a maybe but the Thunderbolt is worth strong consideration.

Mahindra-BSA are starting to look at being a serious brand. You can't do that just running a retro only brand.

[Novocastrian]

I think both Dave Brady and Allan G have hit the nail right on the head. Retro bikes looking like they came from the 60s have a very limited appeal.

To sell in big numbers they need to produce bikes that appeal to the masses,  which is not old classic riders.

I agree their marketing strategy is right, the company will never get rich from sales of old style bikes to a minority market, but an owners club could benefit greatly from the potential new membership if it offers something those owners are looking for or could benefit from (which isn't sitting around a field in tents anymore). 

[limeyrob]

Yes, I can see that sooner or later they would have to break out of the retro market and this looks like the start of that.  Personally I like their retro offerings but I'm happy with my Road Rocket. The Bantam looks like its appealing to a younger market so this could build on that.
Looking at the Jawa / Yezdi web site there is some dubious styling, one strength BSA have is a decent design team and an attractive house style that builds on the BSA heritage.

[Coddy]

I am the owner of one of the new Bantam 350's and very pleased with it, it joins my classic version Bantam D10.

I have to admit I am not a fan of the new Thunderbolt but then I am not looking to ride off road/green lane or go off on adventures, but as it has been suggested that younger riders especially those upgrading from 125's might well get into this style and may even go on to bigger and better models as they gain experience.