BSA had their run, but by the 1970s, things started to go downhill. Japanese brands like Honda and Yamaha came into the picture and changed the game. BSA tried to keep up by focusing on selling in the USA and Canada, but it didn’t really help.
By 1971, the writing was on the wall. BSA merged with Norton-Villiers, but it was too little, too late because the merger couldn’t stem the tide against Japanese innovation and efficiency. BSA’s product line, including the Gold Star 500, 650 Thunderbolt/Lightning, and the 750cc Rocket Three, could not compete with the advanced and faster Japanese bikes. The result was inevitable: factory closures and the cessation of motorcycle production by 1973. The BSA name lingered on in various forms, including military bikes and machines for developing countries, but for enthusiasts, the brand’s glory days ended in 1972.
In subsequent years, the BSA name passed through various hands. Notably, the Canadian Aquilini family acquired the UK rights, leading to the creation of BSA Regal and models like the Gold SR. These tried to mix classic BSA styling with modern Yamaha engines, but they were more of a nod to the past than a big comeback.
