(Yicai) Nov. 11 -- Chinese motorcycles have expanded from certain countries into major European markets, with leading brands shifting their strategy from relying on cost performance to strengthening their brand to earn the trust of local riders.

China ranked as the European Union's second-largest source of motorcycles last year, accounting for 27 percent of imports, according to data from the European association of motorcycle manufacturers ACEM.

Visitors thronged Chinese brands' booths at the 83rd International Two-Wheeler Exhibition in Milan, where 2,120 brands from 52 countries and regions took part. The event ran from Nov. 3 through 8.

"If you were riding a Chinese motorcycle five years ago, your friends would ask why you bought it. But now Chinese brands are competing with BMW Group and Yamaha Motor," Jason, a rider who traveled from the United Kingdom for the expo, told Yicai.

From Margins to Mainstream

Chinese motorcycle manufacturer CFMOTO Power became the fifth-largest brand in France last month, surpassing Triumph Motorcycles, Suzuki Motor, KTM, and Yamaha, according to data from the French automotive service industry association Mobilians. In addition, sales of Zontes, a brand under Guangdong province-based Tayo Motorcycle Technology, doubled within a year, while those of Qianjiang Motorcycle Group and Voge surged.

In Spain, registrations of Voge motorcycles (excluding scooters) exceeded those of Honda Motor and Yamaha in the first nine months of this year, according to data from the local two-wheeler industry association Anesdor.

According to data from the Italian motorcycle accessories association Ancma, CFMOTO's 450MT ranked sixth and Voge's Valico 625DSX 10th in sales over the first 10 months of this year, while a Zontes model entered the best-selling scooter list.

Chinese brands in Italy are in a critical transition period, moving from an "approach from the margins" to a "break into the mainstream," said Zhang Hongbo, secretary-general of the China Chamber of Commerce for Motorcycles.

China exported over 15.16 million motorcycles in the nine months ended Sept. 30, up 12 percent from a year ago, with their value surging 21 percent to USD10.3 billion, according to customs data.

From Cost-Effectiveness to Brand Strength

Price remains the first key for Chinese brands to open up markets, Zhang said, noting that their motorcycles can offer richer configurations at similar prices or more competitive costs with similar configurations.

But European riders look at more than just price. Jason once rented an advanced Chinese motorcycle for 10 days in Greece and Romania, saying that it had already run 20,000 kilometers, but it still felt great to ride and offered a great experience, not just a lower price.

The breakthrough of Chinese motorcycles in Europe did not start from scratch, with many companies having gained market and tech knowledge through acquisitions, joint ventures, and original equipment manufacturer partnerships in the early years. Qianjiang Motorcycle bought Italian manufacturer Benelli in 2005, while CFMOTO has been producing engines and assembling complete vehicles for Austria's KTM.

Leading companies are trying to upgrade the single label of "cost-effectiveness," Markus Ferch, sales vice president of CFMOTO Europe, told Yicai, adding that its motorcycles may not lead in sales, but bear the task of proving the brand's technical strength.

International competition is another path that has been tried repeatedly, and it is also how Japanese brands established their reputation in Europe and the United States. This year, CFMOTO's Aspar team won the Moto3 driver and team championships, their second win since 2024.

Competitions can help brands establish their "racing genes" and make it "faster and easier" for consumers to get to know them, Chen Zhiyong, VP of CFMOTO, said to Yicai.

Earning Trust Takes Time

Chinese motorcycles still face hurdles in Europe in moving from "cost-effectiveness" to "brand strength," according to industry professionals.

First, European standards are "strict and dynamically updated." Consumers have a high level of recognition for local and Japanese brands, while Chinese firms still lag in heritage, user loyalty, and reputation. Efforts must be made in after-sales, recall guarantees, and preserving second-hand value.

Second, channels and services. Chinese brands, including Voge and Zontes, rely mainly on local dealers in Europe and will face full-chain competition in after-sales, channel management, and user operations.

Third, intensified competition. Medium-displacement adventure motorcycles are among Chinese brands' main models in Europe, but established manufacturers are also increasing investment in this segment. For example, BMW launched the F450GS this year for new A2 license riders.

Fourth, the price war in the industry. In June, the China Chamber of Commerce for Motorcycles called for manufacturers to resist "involution-style" competition, go global in an orderly manner, and avoid cut-throat competition and low-quality exports.

Editor: Martin Kadiev