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Chinese motorcycle brands gain ground in Europe

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Neutral summary

Chinese motorcycle manufacturers, following the example of carmakers, are increasingly conquering the European market with high-performance models at competitive prices. According to the European Association of Motorcycle Manufacturers (ACEM), China supplied 27.1% of EU motorcycle imports in 2025 (about €1 billion), becoming the second-largest supplier after Japan. The advance is especially striking in the segment of motorcycles over 250 cc: China’s share of such imports grew from just 7% in 2019 to about a third now, with Chinese models typically priced 10–25% below Japanese and European rivals. At EICMA in Milan, Europe’s biggest motorcycle show, visitors jostled around the stand of CFMoto from Hangzhou, which gained attention by producing engines and assembling models for Austria’s KTM and by winning two Moto3 (250cc) championships in 2024 and 2026. Fans of BMW, Honda and Ducati admired a powerful model with winglets and the off-road machine ridden by the brand’s new ambassador, Spanish rider Mario Roman. “They’re beautiful. They may not have exactly the same materials… as the Japanese manufacturers, but at this price, it works,” said Renato Polistene, a 64-year-old Italian craftsman. The European motorcycle industry, through ACEM, is demanding action, but outlets differ in emphasis: BFMTV calls 2026 “the year of the shift,” while Sud Ouest speaks of “a real revolution from the East.”

How it was framed

Outlets: 6. Countries: 5. Facts in the shared core: 5.

Publication timeline

  1. · Malay Mail (outlet profile)

    Cheaper, faster, flashier: Chinese brands crash the European motorcycle party. RHO (Italy), Nov 7 — Just as with electric cars, Chinese motorcycle brands are roaring into European markets, with...

  2. · Dawn (outlet profile)

    Just like cars, Chinese motorcycles out to conquer Europe. Just as with electric cars, Chinese motorcycle brands are roaring into European markets, with high-performance, cut‑price models starting to make a name for the…

  3. · O Globo (outlet profile)

    Marcas chinesas de motos conquistam espaço cada vez maior nos mercados europeus. Assim como acontece com os carros elétricos, as marcas chinesas de motos estão conquistando um espaço cada vez maior nos mercados europeus…

  4. · BFMTV (outlet profile)

    "L’année de la bascule": après les voitures électriques, la Chine lance ses constructeurs de motos à la conquête de l’Europe et bouscule les marques historiques. Après avoir bouleversé le marché automobile avec ses voit…

  5. · Sud Ouest (outlet profile)

    « Une vraie révolution qui vient de l’Est » : comme les voitures, les marques de motos chinoises conquièrent le marché européen. À l’image du secteur automobile, les constructeurs chinois de deux-roues s’imposent en Eur…

  6. · El Economista (outlet profile)

    Motos chinas ganan terreno en Europa: ya representan 27% de las importaciones. China se consolidó como el segundo proveedor de motocicletas de la Unión Europea, detrás de Japón, impulsada por modelos más económicos y un…

Factual core

  • Chinese motorcycle brands are rapidly moving upmarket in Europe.
  • China is the second largest supplier of motorcycles to the European Union, behind Japan, with 27.1% of imports in 2025, worth about 1 billion euros.
  • Chinese motorcycle brands CFMoto, Cyclone, Qianjiang Motorcycle (QJ Motor), and ZXMoto are present at the Eicma motorcycle show in Milan this week.
  • CFMoto is one of the main Chinese motorcycle brands sold in Europe, having gained notoriety by manufacturing engines and assembling models for the Austrian company KTM.
  • CFMoto won two Moto3 (250cc) championships in 2024 and 2026.

Full methodology →

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