Europe’s motorcycle industry is facing a new challenge as manufacturers from China gain ground across the continent. Companies that were once less familiar to European riders are now attracting attention with motorcycles that combine modern styling, strong performance and lower prices. Their growing popularity is putting pressure on long-established brands from Europe and Japan.
The change was clearly visible at the EICMA motorcycle exhibition in Milan, where Chinese manufacturers attracted considerable interest from visitors. CFMoto was among the companies drawing attention, with its range of sports and off-road motorcycles. The Hangzhou-based manufacturer has built its reputation over the years through technical cooperation with Austrian motorcycle maker KTM. Its achievements in Moto3 racing have also helped introduce the brand to a wider international audience.
Affordability is playing an important role in this shift. Motorcycle prices from traditional manufacturers have increased, making some models less accessible to ordinary buyers. Chinese companies are taking advantage of this situation by offering competitive alternatives without ignoring design and performance. This combination is encouraging riders to look beyond the brands they have traditionally preferred.
The figures show how much progress China has made. In 2025, Chinese manufacturers supplied 27.1% of all motorcycle imports into the European Union, generating approximately one billion euros ($1.12bn) in sales. This placed China second among the EU’s motorcycle suppliers, behind Japan. Its progress is particularly noticeable in motorcycles with engines larger than 250cc. Chinese brands now represent close to one-third of imports in this category, compared with only 7% in 2019.
Several manufacturers are contributing to this growth. CFMoto has established a strong presence, while Zontes, Voge, QJMotor, Cyclone and ZXMoto are also building their businesses in European markets. Some companies have strengthened their position through links with established motorcycle names. Qianjiang Motorcycle, for instance, purchased Italian manufacturer Benelli in 2005, giving the Chinese group access to a recognized European brand.
France is among the markets where the impact is becoming more visible. CFMoto moved into fifth place among motorcycle brands in October, surpassing established competitors including Yamaha, Suzuki, Triumph and KTM. Zontes has also recorded strong sales growth, while QJMotor and Voge are attracting increasing interest.
The growing acceptance of these motorcycles suggests that European buyers are becoming less concerned about their country of origin. Instead, they are paying closer attention to what the products offer in terms of cost, appearance and performance. Motorcycle publications are also giving Chinese models more serious consideration in their reviews and comparisons.
The onslaught of Chinese brands into international markets is sending a clear signal to manufacturers like Massimo Group (NASDAQ: MAMO) that every customer will have to be worked for and no region is a guaranteed market for domestic brands.
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