Chinese motorcycle brands are becoming increasingly aggressive in the European market, offering high-performance models at competitive prices. At the Eicma motorcycle show in Milan, visitors flocked to the CFMoto stand, one of the leading Chinese brands sold in Europe. CFMoto has gained recognition for producing engines and assembling models for KTM and winning two Moto 3 championships in 2024 and 2026.
The Chinese motorcycle industry has made significant strides in recent years, with the country becoming the second-largest supplier of motorcycles to the EU, behind Japan. In 2025, China accounted for 27.1% of EU imports, valued at €1 billion, according to the Association of European Motorcycle Manufacturers (ACEM). The growth is particularly notable in the high-performance segment, where Chinese brands now account for nearly a third of imports of motorcycles over 250cc.
Chinese motorcycles are priced 10-25% lower than comparable Japanese or European models, making them an attractive option for budget-conscious consumers. Renato Polistene, an Italian motorcycle enthusiast, praised the design and value of Chinese motorcycles, saying, "They're beautiful. They may not have the same parts as Japanese manufacturers, but with this price, it's a good deal." However, he also expressed concerns about reliability.
The European motorcycle industry is taking notice of the Chinese threat, with some manufacturers expressing concerns about the competitive pricing. An executive from a major Italian motorcycle brand acknowledged that Chinese motorcycles could pose a challenge, saying, "It will be interesting to see the price, but in the long term, it could hurt us." The European industry is calling for fair and reciprocal market access to defend its sales and jobs.
Several Chinese motorcycle brands are making a push into the European market, including CFMoto, Cyclone, and ZXMoto. These brands are offering a range of models, from high-performance sports bikes to off-road machines. ZXMoto, founded by former mechanic and rider Zhang Xue, is targeting the rally Dakar market to gain international recognition.
The growth of Chinese motorcycle brands in Europe is having a significant impact on the market, with some brands already gaining significant traction. In France, CFMoto has become the fifth-largest motorcycle brand, surpassing established players like Triumph and Suzuki. Other Chinese brands, such as Zontes, QJ Motor, and Voge, are also recording strong growth.
Industry experts believe that the rise of Chinese motorcycle brands is a significant development that will change the European market. Bertrand Macé, president of the Mobilians motorcycle commission, describes it as "a real revolution coming from the East." As Chinese brands continue to invest in research and development, they are likely to become an increasingly important player in the European motorcycle market.
Key points
- Chinese motorcycles are priced 10-25% lower than comparable Japanese or European models.
