The motorcycle market restarts in Europe, but Chinese brands are changing the game

After a challenging 2025, the European motorcycle market is bouncing back in 2026. But behind this spectacular rebound lies another trend: the meteoric rise of Chinese manufacturers.

The European motorcycle market is regaining momentum. According to the latest data from MotorCyclesData, sales reached nearly 1.16 million units in the first seven months of 2026, marking a 10.4% increase compared to the same period in 2025.

The turnaround is dramatic after a disrupted 2025, notably due to the transition to Euro 5+ standards, which caused significant registration anticipations at the end of 2024 followed by a backlash the following year. Indeed, from the first quarter of 2026, ACEM data confirmed a clear restart in the five major European markets.

However, not all manufacturers are equally benefiting from this upturn. Honda remains at the top of the European ranking established by MotorCyclesData but has declined by 0.8%. Yamaha is up by 4.2%, Kawasaki by 4.4%, while BMW (-2.3%), Triumph (-3.1%), and Ducati (-3.4%) are still in the red.

The real surprise comes from China. CFMOTO is up by 62%, Zontes by 56.9%, and Voge by 47.3%. These considerable increases illustrate the rapid evolution of their offerings. These brands are no longer limited to low-cost small-displacement bikes: trails, roadsters, medium and large displacement motorcycles, or well-equipped scooters now allow them to compete directly with Japanese and European benchmarks.

Historic manufacturers have certainly not disappeared: Suzuki (+30.9%) and Aprilia (+27.5%) have particularly enjoyed an excellent year.

Thus, 2026 could be remembered as the year of motorcycle revival in Europe, but also as the year when the rise of Chinese brands became impossible to ignore.

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