Chinese Motorcycle Brands Gain Ground in Europe as Manufacturers Target Premium Market

Chinese motorcycle manufacturers are making a stronger push into Europe, using competitive pricing, increasingly sophisticated engineering and new product launches to challenge established Japanese and European brands in one of the world's most mature two-wheeler markets.

The shift has been visible at the 83rd International Two-Wheeler Exhibition, known as EICMA, which opened in Milan this week. Chinese companies including CFMOTO, ZXMOTO, QJMOTOR, Voge and other manufacturers have presented new models spanning high-performance petrol motorcycles, scooters and electric mobility products.

The growing presence of Chinese brands reflects a broader change in the country's motorcycle industry, which is increasingly moving beyond low-cost manufacturing toward higher-value products and international brand development.

According to figures from the European Association of Motorcycle Manufacturers (ACEM) cited by AFP, China became the European Union's second-largest motorcycle supplier in 2025, behind Japan. Chinese manufacturers accounted for 27.1% of EU motorcycle imports, with sales valued at approximately 1 billion euros.

The expansion has been particularly notable in motorcycles with engines larger than 250cc, a segment traditionally dominated by Japanese and European producers. China's share of imports in this category has increased to nearly one-third, compared with approximately 7% in 2019, according to the AFP report.

CFMOTO, based in Hangzhou, has become one of the most visible Chinese brands in the European market. The company has gained technical experience through its cooperation with Austrian motorcycle manufacturer KTM, including engine production and vehicle assembly. Its international profile has also been strengthened by participation in motorcycle racing.

At EICMA 2026, CFMOTO introduced five new products, including its V4SR-RR model. Company Vice President Chen Zhiyong told Xinhua that the motorcycle had achieved a top speed of more than 315 kilometers per hour.

Another manufacturer, ZXMOTO, is seeking to build its European presence through a combination of new models and distribution partnerships. The company's 500RR model has received European Union Whole Vehicle Type Approval, according to Huang Qin, head of its foreign trade department, as quoted by Xinhua. The company said it had already delivered motorcycles to distributors in Spain, France, Britain and Poland and planned to introduce nine models to Europe by the end of 2027.

The expansion is not limited to traditional petrol-powered motorcycles. Chinese companies are also using international exhibitions to promote electric and smart mobility products. Segway, a brand under Ninebot, displayed high-performance electric motorcycle concept models, reflecting the growing range of products being developed by Chinese manufacturers.

European consumer interest is also changing. AFP's reporting from Milan described visitors examining Chinese motorcycles alongside products from established brands. Some consumers said competitive prices and improved designs made Chinese models increasingly attractive, particularly as motorcycle prices from traditional manufacturers have risen.

In France, CFMOTO became the country's fifth-largest motorcycle brand in October, overtaking several established competitors, according to figures cited by AFP from the French automotive association Mobilians. Zontes, QJMOTOR and Voge have also been expanding their presence in the market.

However, gaining market share will require more than attractive pricing. Chinese manufacturers must continue to demonstrate product reliability, safety, after-sales service and access to spare parts. European regulations, dealer networks and consumer confidence will also influence their long-term competitiveness.

The market is becoming increasingly competitive as established manufacturers respond to new entrants and changing customer expectations. Chinese brands may benefit from lower production costs and increasingly capable supply chains, but maintaining quality while expanding overseas will be essential.

The EICMA exhibition provides an important platform for manufacturers to meet distributors, dealers and potential partners. For Chinese companies, the event is not simply a product showcase but an opportunity to build a sustainable commercial presence in Europe.

The next phase of competition will likely be determined by whether Chinese brands can turn exhibition interest into long-term sales, establish reliable service networks and convince European riders that their products can compete on performance and durability as well as price.