In the first nine months of 2025, Europe’s five major motorcycle markets collectively showed a clear downward trend. New registrations fell from 887,451 units in the same period of 2024 to 823,786 units, a decline of about 7.2%. However, against this overall market slowdown, Spain stood out with a strong counter-trend surge—registering 183,014 units, an impressive year-on-year increase of 11.1%, making it the only market among the five to achieve growth. In contrast, Italy (-1.1%), the United Kingdom (-4%), France (-12.4%), and Germany (-24.4%) all recorded varying levels of decline, reflecting a quiet yet significant structural shift in Europe’s motorcycle consumption landscape.

Notably, this structural change is closely tied to the rapidly rising influence of Chinese motorcycle brands across Europe. At this year’s EICMA in Milan, Chinese manufacturers became a major focus for international media, showcasing unprecedented booth scale and significantly upgraded product strength. French outlet Caradisiac highlighted that “Chinese manufacturers are achieving breakthroughs in design, technology, and pricing strategy, creating ‘structural competition’ for traditional European brands.” Chinese brands have expanded their product portfolios far beyond small-displacement commuters into street bikes, adventure models, and even high-performance sport racing—reshaping the competitive landscape of the European motorcycle market.

Among the five major markets, Spain—now the fastest-growing—has become the most prominent stage for Chinese brands. According to October sales data released by Anesdor, VOGE ranked fourth with an 8.0% market share, with multiple models—including the DS 800 RALLY, 625 DSX, 900 DSX, 125 R, and SR1 ADV 125—entering Spain’s Top 50 best-selling motorcycles. QJMOTOR also secured a spot in the top ten brands with a 3.2% share, with its ATR 125 and MTX 125 both making the Top 50 list as well.

In the ATV/UTV/SSV segment, CFMOTO delivered an even more dominant performance, leading the market with a 20.5% share. Nearly ten of its models—including the CFORCE E 520, CF625-6, CF500-2, CFORCE 1000, and UFORCE 1000—entered the Top 50 rankings, highlighting the brand’s growing market penetration and consumer recognition.

Whether through steadily rising monthly sales or their strong presence at EICMA, it is clear that Chinese motorcycle manufacturers are rapidly winning the trust and favor of European consumers. With increasingly comprehensive product lineups, maturing technological capabilities, and highly competitive pricing strategies, Chinese brands are accelerating their expansion across Europe. At this pivotal moment of global motorcycle industry restructuring, China’s manufacturers are advancing onto the international stage with greater confidence and momentum than ever before.