Bajaj files trademark for Excelsior-Henderson name

    Bajaj Auto has filed trademarks for the Excelsior-Henderson name under the motorcycles parts and clothing class in Europe.

    Published On Dec 24, 2020 04:30:00 PM


    Bajaj Auto has recently filed a trademark for the Excelsior-Henderson name in Europe. Read on to know what that means.

    What is Excelsior-Henderson?

    Excelsior-Henderson is not a moniker that we’ve heard a lot about, especially in the recent past. The company’s roots can be traced way back to the late 19th century – 1876 to be exact – when it was just the Excelsior Supply Company that manufactured cycles and cycle parts. Henderson, on the other hand, started life in 1911, and focused mainly on inline-four engines. The two were, soon, acquired by bicycle firm Schwinn, and merged into Excelsior-Henderson.

    However, the company had to cease production in 1931 owing to struggles brought on by the Great Depression. Much later, in the early-90’s, Minnesota-based Hanlon Manufacturing Company bought the rights to both the Henderson and Excelsior names and produced an 1,386cc S&S V-twin powered motorcycle called the Super X. Only a couple thousand units of the Super X motorcycles were sold and the company soon ceased production. Despite never restarting operations, the Excelsior-Henderson company has remained in existence since. The company was up for grabs at an auction in 2018, but found no takers, until now. 

    Bajaj and Excelsior-Henderson

    Later in 2018, Bajaj filed a trademark for the Excelsior-Henderson name, under the motorcycle design class, which includes vehicles, service, and parts. More recently, on December 15, 2020, the European Union Intellectual Property Office (EUIPO) registered a second Excelsior-Henderson trademark, this time in the clothing class – which includes apparel and motorcycle gear. While there has been no official word on Bajaj reviving the Excelsior-Henderson name, the trademarks seem to suggest that it will.

    Nearly every top Indian motorcycle manufacturer has partnered with a classic, old-school motorcycle manufacturer. TVS acquired Norton last year, and last month, Hero MotoCorp saved Harley-Davidson from the clutches of extinction in India. If these trademarks are of substance, then a revival of the Excelsior-Henderson brand could possibly see the production of larger capacity cruisers that will take on the likes of Harley-Davidson and Indian.


    Copyright (c) Autocar India. All rights reserved.



    No comments yet. Be the first to comment.

    Ask Autocar Anything about Car and Bike Buying and Maintenance Advices
    Need an expert opinion on your car and bike related queries?
    Ask Now

    Search By Bike Price

    Poll of the month

    The Mahindra XUV 300 facelift will be called the XUV 3XO. Should more brands rename models for facelifts?

    Yes, it could give new life to a slow-selling car



    Yes, but only if there are significant changes



    No, it's confusing and dilutes the brand name



    No difference, the product speaks for itself



    Total Votes : 1345
    Sign up for our newsletter

    Get all the latest updates from the automobile universe