In a disposable world, retro motorcycles have an eternally cool factor: James Hewing

James Hewingmuseum director National Motorcycle Museum Based in Birmingham, UK, he has spent most of his life behind the handlebars – or in front of them. The 58-year-old has done it all – from amateur racing to tinkering with his 1948 G80 Matchless and becoming the curator of the largest collection of British motorcycles under one roof. Hewing was recently in India for the relaunch of BSA and his Gold Star motorcycle below Classic legends by Mahindra. BSA is the third brand to be revived after Jawa and Yezdi. Hewing spoke to Lijee Philip about his motorcycle journeys. Edited excerpts:

When did you get the motorcycle bug?

It was all my older brother’s fault. He was always tinkering with bikes and I was naturally curious. When I was 11 or 12, he convinced me to try an old CZ 175. Despite that rather challenging experience, my interest in motorcycling grew. The next bike I worked on was a 1936 New Imperial 350, which allowed me to be exposed to older bikes at an early age. In my mid-teens, I had my first street-legal bike, the Yamaha FS1-E 50cc moped, thanks to the law allowing 16-year-olds to ride. At 17, I borrowed a Yamaha RS125, passed my test and got my full license. Around this time, my brother offered me a 1948 Matchless G80 on the condition that I could repair it. The bike needed a total rebuild, which I attempted with minimal tools and experience. Despite my amateur efforts, the bike survived a trip to the Isle of Man Tourist Trophy (TT) before succumbing to my less-than-perfect rebuild.

Over the years I owned a wide range of bikes, from a Honda 250 to various superbikes, and made numerous trips to France, Germany and Austria. The Isle of Man TT and Manx Grand Prix were regular destinations, with nearly 20 visits. While I never reached the skill level of legends like Eddie Lawson or Freddie Spencer, it was great fun! In fact, I once had the pleasure of taking Freddie, the three-time MotoGP winner, to my local pub. After watching me race on a track, he gave me a 30-minute lesson over a pint, subtly suggesting that I had a lot to learn about racing.

How did this culminate in your role as director of the National Motorcycle Museum?
In January 2014 I became Director of the National Motorcycle Museum in Birmingham. It houses the largest collection of British motorcycles in the world, with over 1000 exhibits. In October 2024 it will be 40 years since the late Roy Richards opened the museum. The museum’s collection attracts families and casual visitors, while continuing Richards’ policy of keeping the bikes operational. One of my favourites is the museum-owned Norton Rotary 588 “White Charger”, which won the 1992 Senior TT. I have put many miles on the new BSA Gold Star 650cc, a project I have been involved with since 2016. My career has also provided memorable track experiences – Team Classic Suzuki loaned me the Suzuki RG500 raced by Graziano Rossi (the father of former MotoGP world champion Valentino Rossi), and I have ridden [former Australian motorcycle racer] Garry McCoy’s Honda NSR500.

At the BSA launch in Mumbai, you spoke about the role you and the museum’s collection played in helping shape the Gold Star.

My involvement began in 2016, when the Classic Legends (CLPL) team visited the museum to view our extensive collection of over 100 BSA motorcycles dating back to 1904. In 2017, CLPL held a design consultation meeting at the museum, bringing together industry partners, stakeholders and some BSA owners. I was part of the original group and remember the new BSA Gold Star was just a design on paper at the time. CLPL then set up a BSA office in Coventry, just a few miles from the museum. The team frequently visited the museum for design inspiration, as nowhere else offers such a comprehensive collection of BSA motorcycles. We were also honoured to host the UK launch of the Gold Star a couple of years ago. During our initial meetings, I suggested that the first new BSA should be a high-performance twin-cylinder machine, contrary to prevailing opinion. I was glad to be proven wrong by the success of the single-cylinder Gold Star 650, and I look forward to future projects, possibly including a twin-cylinder model.

What do you think of the classic retro motorcycling space?
For the past 50 years, motorcycles have been my passion and my career. In the process, I have seen a lot happen, including the collapse of the original Triumph company in 1983, which marked the apparent end of the British motorcycle industry. I never imagined I would see the re-emergence of four of the big five British motorcycle brands: BSA, Triumph, Norton, Royal Enfield and AMC (AJS/Matchless). Motorcycle preferences have changed over the years, which is reflected in the comments of visitors to the National Motorcycle Museum. Today’s older riders aren’t looking for 1000cc superbikes like they did in the 1980s and 1990s. Instead, they are looking for easier-to-ride and maintain machines that have character. Brands like BSA convey the image and history that appeal to these riders. With modern products like the Gold Star, BSA captures the essence of its heritage while offering contemporary appeal. These preferences are also visible in the younger generation, whether it is classic cars, furniture, clothing, music or motorcycles. They are looking for a timeless and long-lasting style, and it is not about a passing trend. In a disposable world, retro motorcycles They have an eternally cool factor.

What do you think about the role Indian brands are playing in bringing back to life heritage brands?
Having worked with Classic Legends and seen other Indian companies resurrect classic motorcycle brands, I can confidently say that Indian companies manage to capture that elusive character; something that even leading motorcycle manufacturing nations like Japan sometimes struggle to achieve. They understand the investment, passion and motivation required to bring back brands with a storied legacy like BSA and they do so at a deep level. They have a deep understanding of motorcycling and what it means to own a motorcycle with a strong heritage.