Cheaper, faster, flashier: Chinese brands crash the European motorcycle party

Just as with electric cars, Chinese motorcycle brands are rapidly gaining traction in European markets, with high-performance, budget-friendly models making a name for themselves. At EICMA, Europe’s largest motorcycle exhibition in Milan, visitors were flocking around CFMoto’s stand, one of Europe’s top Chinese brands. The Hangzhou-based firm has made waves by producing engines for Austria’s KTM and by clinching Moto3 (250cc) championships in 2024 and 2026.

Enthusiasts of BMW, Honda, and Ducati visited Milan to admire CFMoto’s powerful model, complete with winglets, as well as an 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," commented 64-year-old Italian craftsman Renato Polistene, who was eyeing the stand.

He currently rides a KTM, and while he admires CFMoto’s offerings, he could consider switching for his next bike due to rising prices and excessive options on other brands.

In 2025, China became Europe’s second-largest supplier of motorcycles, accounting for 27.1 percent of imports, with sales totaling one billion euros (RM4.68 billion), according to a report published by Europe’s Motorcycle Manufacturers Association (ACEM). Chinese motorcycle brands have surged in popularity, particularly in the powerful models segment, previously dominated by European and Japanese manufacturers.

Their share of imports for motorcycles over 250cc has jumped to nearly one-third, up from just seven percent in 2019.

While European press initially viewed Chinese bikes with skepticism, they are now tested alongside other brands in comparison reviews. British magazine Motorcycle News predicts 2026 to be the year when a shift occurs. At CFMoto’s stand, a band played "Volare" while hosts distributed their shirts. Another heavyweight, Qianjiang Motorcycle (QJ Motor), has even acquired Italy’s national pride, Benelli, in 2005.

New entrants like ZXMoto, founded by former mechanic and rider Zhang Xue, and Kove, propelled by former Dakar Rally participant Zhang Xue's participation, are making waves. Alessia, a 27-year-old police officer from Turin, stopped at ZXMoto to check out their designs, saying, "I was really impressed by the design. New brands can spark curiosity."

In France, the change is described as "a true revolution coming from the East" by Bertrand Mace, president of the two-wheel division of French automotive association Mobilians. CFMoto entered the French market in October, overtaking long-standing players such as Triumph, Suzuki, KTM, and Yamaha. Mobilians notes that aggressive pricing and an upscale move are resonating with customers facing budget constraints.

Some Italian brands have expressed caution, fearing that CFMoto’s high-speed sport bike might affect their sales in the long run.