Chongqing - The 23rd China International Motorcycle Trade Exhibition (CIMAMotor) wrapped up yesterday in Chongqing Liangjiang New Area, showcasing 950 exhibitors from countries including the U.S., Italy, and Japan, with major brands like Honda. The event highlighted the latest trends in motorcycle electrification and smart technologies.
For decades, traditional fuel-powered motorcycles have dominated the market. However, this long-standing trend is undergoing change. According to CIMA, the number of electric motorcycle exhibitors at this year’s event has increased by 60%. Many established fuel-powered brands are now investing heavily in the trends.
Zonsen Group, a veteran Chongqing motorcycle brand with over 40 years of experience, exports fuel-powered motorcycles to more than 180 countries and regions. To attract younger consumers, the company is now focusing on electric models.
Ye Yong, Product Sales Manager of Cineco Sales Department, explained that Zonsen began its electric motorcycle journey as early as 2016, laying the foundation for its electric brand, Cineco. Over the years, the company has expanded its offerings, now including electric bicycles and motorcycles, with a comprehensive product lineup.
Cineco’s electric products are particularly focused on the off-road sector. Ye highlighted that the off-road market, while primarily geared toward outdoor enthusiasts, also has strong appeal for urban leisure activities, making it an choice for young people interested in outdoor sports.
Ye suggested that while some urban parents may opt for electronic devices like phones or pads for entertainment, allowing their children to engage in outdoor activities like riding motorcycles could be a better option.
Adolescents aged 16 to 18 cannot obtain a driving license, limiting their access to motorcycles. However, they remain a potential market, and Cineco’s electric bicycles provide a suitable alternative, as they can be ridden by this age group without a license.
Ye highlighted that Cineco’s electric bicycles offer sufficient power and functionality for young consumers, making them suitable for a variety of outdoor activities, from riding in wetland parks to navigating small hills.
Beyond domestic motorcycle brands targeting the youth market, global brands are also focusing on attracting China’s young motorcycling demographic. Honda, a globally recognized motorcycle brand, debuted a more youthful and tech-driven exhibition booth at the 23rd CIMAMotor.
Luo Feng, Influencer of Motorcycle Channel, remarked, “To capture the Chinese market of young motorcycle enthusiasts, marketing strategies must align with the aesthetic preferences of this group.”
Luo noted that while overseas leisure motorcycle markets have peaked, China’s market is still growing with significant potential. Honda’s challenge is to attract more young Chinese riders to experience and choose its motorcycles.
Alongside high-speed motorcycles, light electric motorcycles have become a popular commuting option in China, increasingly incorporating smart technologies to boost their appeal. Yadea, a leading brand in the sector with a presence in nearly 100 countries including Vietnam and Indonesia, showcased its range of electric scooters at this year’s CIMAMotor.
Yadea staff at the booth highlighted that their scooters now offer intelligent smartphone connectivity, providing a safer and more convenient riding experience. Key features include Bluetooth unlocking, memory of driving habits, and road-condition-based anti-skid activation. The company also plans to integrate advanced driver assistance systems in the future to further enhance safety and convenience.