Bajaj Auto is all set to revive the dormant American brand Excelsior-Henderson which had a troubled past but now Bajaj has decided to give it a new look. The Indian giant has also filed for a trademark application in several nations and claims to register this brand as exclusive in the line of the logo on a motorcycle, parts, and clothing.
To know more about what happened to this brand, we have to go back in history, when in the early 20th century where automobile industry was thriving with new brands and bikes from all around the corners of the nations, Excelsior and Henderson were back then selling as different entities altogether.
Excelsior separately began its production for litre-class V-twins in the early 1910s and Henderson was more inclined towards producing inline 4-cylinder bikes. By then, both the firms were brought under the umbrella brand Schwinn, a bicycle brand, and merged together to be known as Excelsior-Henderson.
Both the brands continued their production cycle of developing high-end segment bikes until 1931 the Great American Depression and the operations of this brand had to shut down. An attempt to revive the brand was seen in the late 1990s where this brand was revamped and was sold under the name of Super-X cruiser with a 1386cc V-twin heart engine.
But the brand went dormant again, and now Bajaj has bought the rights to this dormant brand and wants to revive its operations again where the company recently bought the patents and filed for trademark applications for the same. We are waiting for an official statement as it will throw some more light on the brewing topic.
Bajaj Auto with its strong partnership with KTM has the full potential to revive this brand as it is an unstoppable brand in the automotive industry at the moment.