True to its pioneering spirit and armed with over 12 years of experience in popularizing a global motorcycle brand in the country, Hardcore Brothers Custom Motorcycles, Inc, led by company President and CEO Jimmy D.L. Barinaga, will once again blaze a trail for motorcycle ridership in the country.
Hardcore Brothers Custom has partnered with Classic Legends PVT. Limited, part owned by the Mahindra Group, to bring to the Philippine market the legendary British motorcycle brand BSA.
The company was recently awarded the exclusive distributorship for BSA motorcycles in the Philippines. BSA, once the world’s largest motorcycle producer, was acquired in 2016 by Classic Legends PVT. Limited part owned by the Mahindra group, which owns India’s largest vehicle manufacturer by production. The partnership is Classic Legends’ first foray in the Asia Pacific region.
Hardcore Brothers Custom and Mr. Barinaga will be bringing into the partnership their brand building and service expertise honed from years of creating a motorcycle riding movement among loyal and passionate clients of Royal Enfield motorcycles, which it pioneered in the Philippine market in 2011.
Under the stewardship of Mr. Barinaga, a marketing expert and an accomplished rider who was part of the first group of Filipinos to ride the highest motorable pass in the world in the Himalayas in 2017, Royal Enfield slowly shattered the market domination by Japanese and American brands on the classic segment of big bikes in the Philippines.
After 12 years of a fruitful partnership, Hardcore Brothers Custom ended its exclusive nationwide distributorship of Royal Enfield in September 2023.
“We are excited with the prospect of creating a new movement and a solid riding community with BSA, together with our partners from Classic Legends Pvt. Ltd. As the first territory to break the brand in the Asia Pacific region and outside Europe, we will show Filipino riders a different kind of experience as we continue on having a good wind, safe ride and an endless road of gold,” Mr. Barinaga said.
BSA was once the most iconic motorcycle brand globally, with one in every four motorcycles sold worldwide carrying the BSA badge. It made up 80% of the British motorcycle industry’s exports in the late 1960s. The company also enjoyed phenomenal success on the race track, with notable victories at Daytona and Santa Catalina. #TheLegendIsBack.