ROME, June 17 (Xinhua) -- Over the weekend, French rider Valentin Debise of China's ZXMOTO claimed victory in Race One of the International Motorcycling Federation (FIM) Supersport World Championship (WorldSSP) in Italy, securing his sixth WorldSSP win of the season with the Chinese manufacturer.
This success on the racetrack came as Chinese motorcycle brands continue to gain momentum in European markets, including in Italy, where their growing presence is evident.
Data from the China Chamber of Commerce for Motorcycle (CCCM) showed that China exported 18.23 million motorcycles in 2025, up 25.77 percent year on year, while export value rose 30.67 percent to 11.39 billion U.S. dollars. Meanwhile, exports to Europe reached 1.68 billion dollars, an increase of 38.72 percent from a year earlier, making the region one of the fastest-growing overseas markets for Chinese manufacturers.
Italy is particularly important as a key destination for Chinese manufacturers seeking to enter the high-end European market. The country is home to world-renowned brands such as Piaggio and Ducati, as well as a deeply rooted riding culture and a mature consumer base, making it an important barometer of Chinese brands' development in Europe.
Zhang Hongbo, secretary general of CCCM, said in a written interview with Xinhua that Europe remains the world's most mature and premium motorcycle market.
He noted that Chinese brands in Italy are now at a critical stage of transition, moving from a peripheral market presence toward broader mainstream acceptance. Export quality has undergone a structural upgrade, with larger-displacement and higher-value-added models accounting for a growing share of shipments. The average export price has approached 2,200 U.S. dollars per unit, reflecting steady improvements in both quality and value creation.
According to Zhang, Chinese manufacturers have made notable progress in Italy through localization efforts and channel expansion. QJ Motor has established a local operating presence through its acquisition of the Italian brand Benelli, while several other Chinese brands have successfully entered mainstream dealership networks.
Although most Chinese brands still hold single-digit market shares and have yet to challenge the dominance of traditional European and Japanese manufacturers, their product competitiveness continues to gain recognition.
Data from Italy's National Association of Bicycle, Motorcycle and Accessory Manufacturers showed that during the first five months of 2026, models from Chinese brands VOGE and Zontes ranked among the top 10 best-selling motorcycles in Italy's over-50cc category.
The shift is particularly visible at the dealership level. Daniele Marrocchi, who runs a multi-brand motorcycle dealership in Rome, told Xinhua that customer interest in Chinese motorcycles has risen markedly in recent years.
"More and more customers who once focused exclusively on established brands such as Honda and Piaggio are now actively asking about Chinese motorcycles," he said.
In Marrocchi's view, competitive pricing remains an important advantage, but is no longer the sole attraction.
"Beyond value for money, Chinese motorcycles offer strong quality and reliability," he said. "They perform well in areas such as engines, ABS systems and technological features."
The progress of Chinese manufacturers has also drawn attention from industry insiders.
During the Emilia-Romagna Round of the FIM Supersport World Championship, Fabio Evangelista, head of ZXMOTO's partner team Evan Bros Racing, told Xinhua that the pace of development in China's motorcycle industry has been impressive.
"The world is changing, and so is the motorcycle industry," he said, adding that "quality, speed and victory" are words that are increasingly associated with Chinese motorcycles.
Motorcycle enthusiast Alberto Remondini shared a similar impression from the 2025 International Two-Wheeler Exhibition in Milan. "I test-rode a motorcycle from a Chinese brand there, and it was really impressive," he said. "I think I will definitely buy one. Chinese motorcycles have already made history."
From racing successes and sales performance to dealer feedback and consumer experiences, Chinese motorcycle brands are reshaping their image in Europe, propelled by growing competitiveness in performance, technology and equipment.
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