Chinese motorcycle brands are 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 firm has made a significant impact in the European market, particularly in the high-performance segment. According to the Association of European Motorcycle Manufacturers (ACEM), China has become the second-largest supplier of motorcycles to the EU, with 27.1% of imports valued at €1 billion in 2025. Chinese motorcycles are now considered a major player in the European market, with many models sold at 10-25% lower prices than their Japanese or European counterparts.
The popularity of Chinese motorcycles can be attributed to their competitive pricing and improving quality. Many European customers, such as Renato Polistene, an Italian motorcycle enthusiast, are drawn to Chinese brands due to their affordability. Polistene noted that while Chinese motorcycles may not have the same parts as Japanese brands, their prices make them an attractive option. However, some customers remain concerned about the reliability of Chinese motorcycles.
The European motorcycle industry is taking notice of the growing presence of Chinese brands. According to Bertrand Macé, president of the Mobilians motorcycle commission, the rise of Chinese brands is a "real revolution" in the industry. In October, CFMoto became the fifth-largest motorcycle brand in France, surpassing established players like Triumph, Suzuki, and Yamaha.
Chinese motorcycle manufacturers are also investing in research and development to improve their products. Stéphane Hruszowski, a French importer of Voge motorcycles, noted that Chinese manufacturers are working hard to improve their products and listen to customer feedback. Hruszowski believes that the quality of Chinese motorcycles will continue to improve, making them a significant threat to established European brands.
The growth of Chinese motorcycle brands in Europe has also raised concerns about fair competition. The European motorcycle industry is calling for equal and reciprocal access to markets, rather than imposing trade barriers. The industry argues that Chinese motorcycles are subject to only 6% tariffs when imported into Europe, while European motorcycles face 45% tariffs when exported to China.
As the European motorcycle market continues to evolve, it is clear that Chinese brands will play a significant role in shaping the industry's future. With their competitive pricing and improving quality, Chinese motorcycles are likely to remain a popular choice for European customers. The industry will be watching closely to see how established brands respond to the growing presence of Chinese manufacturers in the market.
Key points
- Chinese motorcycle brands are gaining popularity in Europe with competitive pricing and performance.
