Chinese Motorcycles Gear Up to Dominate European Markets Amid Growing Demand

MILAN: Chinese motorcycle brands are making significant inroads into European markets, mirroring the rise of electric cars, with high-performance models gaining traction for their affordability and quality. At the EICMA motorcycle show in Milan, one of Europe’s largest, the CFMoto stand attracted considerable attention from visitors eager to explore the latest offerings.

CFMoto, based in Hangzhou, has established a reputation by producing engines and assembling models for Austria’s KTM, and has celebrated victories in the Moto3 championships in 2024 and 2026. Attendees at the show, including fans of established brands like BMW, Honda, and Ducati, were particularly impressed by a powerful model equipped with winglets and an off-road machine showcased by the brand’s new ambassador, Spanish rider Mario Roman.

Renato Polistene, a 64-year-old Italian craftsman currently riding a KTM, expressed his interest in considering a Chinese motorcycle for his next purchase, citing the rising costs of other brands and their tendency to add excessive options to base prices. “They’re beautiful. They may not have exactly the same materials as the Japanese manufacturers, but at this price, it works,” he remarked, highlighting the appeal of Chinese offerings.

As of 2025, China has become the EU’s second-largest motorcycle market, indicating a shift in consumer preferences and a growing acceptance of Chinese brands in Europe. This trend could reshape the competitive landscape in the motorcycle industry, prompting established manufacturers to reassess their pricing strategies and product offerings to retain market share.