Chongqing - Chinese motorcycle makers are expanding their footprint in Europe, with exports of complete motorcycles rising 38.72 percent year on year to about 1.676 billion U.S. dollars in 2025. Reflecting the momentum, Chongqing-based ZXMOTO recently shipped more than 500 motorcycles to Poland and Spain.
ZXMOTO competes in the World Superbike Championship round in Hungary on May 2, 2026. (Photo/Hungary WorldSBK)
The deliveries marked ZXMOTO's first large-scale exports to Europe since the company was founded two years ago. Huang Qin, head of the company's foreign trade department, said orders from the European market were continuing to rise.
Europe is one of the world's most competitive motorcycle markets. Models with engine displacement above 250 cubic centimeters, generally considered medium- and large-displacement motorcycles, account for nearly 60% of the market. Established Japanese and European manufacturers, including Ducati and BMW, have long dominated the premium segment.
The transformation is especially evident in Chongqing, one of China's leading motorcycle manufacturing hubs. Once known for producing low-cost motorcycles below 125cc, which accounted for about 90 percent of its output and sold for only a few hundred dollars, the city is now moving rapidly upmarket.
In the first half of this year, production of medium- and large-displacement motorcycles jumped 67 percent year on year, exports of models above 800cc increased more than fourfold, and the average export price exceeded the national average by more than 40 percent.
"Quality Is the Bottom Line": Chongqing motorcycles go premium
Industry representatives said maintaining quality is the first requirement for sustaining growth in premium markets.
VOGE, the premium motorcycle brand of Chongqing-based Loncin, has become one of the most established Chinese brands in Europe. In 2025, its combined registration share in Europe's five largest markets was nearly 4.5%, the highest among Chinese brands. In Spain, it held a 7% market share and ranked fourth among all motorcycle brands.
VOGE motorcycles manufactured by Chongqing-based Loncin are displayed at an overseas exhibition. (Photo/Loncin)
Its DS900X adventure motorcycle has been displayed alongside BMW and Ducati models at mainstream European dealerships.
The model's development also showed the technical demands of entering the European market. During testing, VOGE found that metal parts corroded too quickly on salt-treated roads in Northern Europe, while paintwork was prone to oxidation in the humid Mediterranean climate.
The company formed a specialized team to address the problem, testing more than 200 material combinations and collecting saltwater samples from coastal saline areas across China. Team members recorded metal oxidation every two hours during more than 1,500 hours of testing before selecting a final coating process.
The motorcycle later passed European certification requirements.
VOGE also adjusted its models ahead of the European Union's Euro 5+ emissions standard, which introduced stricter requirements for motorcycle emissions and onboard diagnostics. Using digital simulation, the company completed emissions and suspension optimization for its entire product line within 180 days and began mass deliveries while some established European manufacturers faced delays.
"Maintaining quality is the bottom line for Chongqing motorcycles competing in the premium segment," said Zhao Ruiqiang, vice chairman of the Chongqing Motorcycle Chamber of Commerce.
Zhao said tolerance for defects is low in premium markets and that even minor quality problems could undermine years of brand-building.
Premium bikes must be proven on the track
Motor racing has become another route to international recognition.
Globally, events such as the AMA Supercross Championship and the Baja 1000 attract more than 18 million spectators annually and have contributed to average yearly growth of more than 12% in US off-road motorcycle sales. European competitions, including the FIM Motocross World Championship, or MXGP, have also helped reinforce the positions of established manufacturers.
China's domestic events are beginning to play a similar role. The Chongqing Jiangjin round of the 2025 China Motocross Championship included motorcycle and parts exhibitions, generating more than 120 million yuan (about 17.7 million U.S. dollars) in orders.
"Brands such as BMW and Yamaha proved themselves on major racing circuits," said Hu Yangang, general manager of Chongqing Junchi Motorcycle. "For large-displacement and premium motorcycles, laboratory data alone is not enough. They must be tested through competition."
A rider from the Chongqing Junchi Motorcycle Racing Team competes in a motorcycle race. (Photo/Chongqing Junchi Motorcycle)
ZXMOTO followed that strategy. During the 2026 World Superbike Championship, known as WSBK, the company won six races across rounds in Portugal, Hungary, the Czech Republic and Italy, breaking the long-standing dominance of European, American and Japanese brands.
Following its racing victories, preorders for a new model exceeded 5,543 units within 100 hours, setting a record for a domestically produced medium-displacement sport motorcycle. By early April, total orders had surpassed 10,000.
ZXMOTO sold 25,000 motorcycles in 2025 and raised its 2026 sales target to 60,000 after its WSBK results.
Other Chongqing manufacturers are pursuing differentiation through design and technology.
Shineray acquired a long-established Italian motorcycle company and retained its retro styling. Nie Jianwei, head of Shineray's brand marketing department, said the series sold out in major European markets, with dealers waiting for new orders.
At the 2025 Milan Motorcycle Show, Shineray also displayed a 250cc twin-cylinder adventure scooter, described as the only model of its kind in that displacement class.
Cui said Chongqing's shift toward premium motorcycles would depend not only on individual companies but also on access to financing, policy support, a complete supply chain and a supportive business environment.