PARIS, Sept. 8 (Xinhua Silk Road) -- Last Sunday marked the conclusion of the FIM Supersport World Championship French Round, where ZXMOTO made its racing debut.
On that occasion, Huang Qin, head of ZXMOTO's foreign trade department, shared a positive outlook on the European market and elaborated on the company's strategic plans regarding branding and sales expansion.
Huang explained that beyond the obvious goal of chasing the annual championship, ZXMOTO's participation in WorldSSP is driven primarily by the European market. Since most WorldSSP races are held in Europe, the promotional effect there far exceeds that in other regions.
At the same time, the company aims to elevate its brand image through racing and to validate high-end technologies on the track, which will later be applied to mass‑production models sold to consumers.
After securing important race wins abroad, Huang noted that domestic sales have grown much faster than overseas ones in recent months.
He mentioned that in the past two months, monthly production and sales in China exceeded 10,000 units, while the overall annual target stands at 100,000-120,000 units. Overseas orders also surged, and this year's export volume is expected to approach 10,000 units.
The domestic market currently takes the lead in sales largely because local production can be sold immediately, whereas exports involve certification, regulations, and logistics.
Meanwhile, feedback from European dealers and retailers has been encouraging. According to Huang, many motorcyclists are actively inquiring about launch dates for ZXMOTO in local markets, and the company has received numerous emails and website messages from overseas expressing support for the brand and asking about dealership opportunities.
Looking ahead, Huang cited Chinese export data for large‑displacement motorcycles, noting that major brands initially sold more domestically but later saw overseas sales surpass domestic ones.
ZXMOTO aims to sell over 10,000 units annually in each of the five major European markets, with the entire European region accounting for 60‑70 percent of total exports.
"The long‑term export goal is to first match domestic sales volume and then exceed it." According to Huang, the company expects its overseas sales to reach parity with domestic sales in 3‑5 years, while in the shorter term of one to two years, the domestic market remains its priority due to operational efficiency.
Huang told the reporter that in terms of dealer network, ZXMOTO adopts a strategy of appointing one exclusive importer per country. Importers have now been secured for the five key markets in Europe, namely Italy, France, Germany, the UK, and Spain.
In France, ZXMOTO's import and distribution partner is DIP SAS. Anthony Barneaud, who oversees the brand at DIP, mentioned that his team began building its dealer network in the second quarter of 2026. Today, they have approximately 50 points of sale.
He stressed that their goal is not to build the largest possible network, but to build the right one, aiming to stabilize at a maximum of 70 to 80 outlets, with dealers capable of truly representing and supporting the brand.
While sales figures are not yet available since the first motorcycles, particularly the 500RR model, will be delivered to dealers between mid‑September and the end of September, he added that they have already recorded a significant number of pre‑reservations, which he finds very encouraging for a brand that has just arrived in the French market.
However, Huang acknowledged that as a brand only two years old, ZXMOTO faces significant challenges in competing with European manufacturers that have histories of over a century. The core task, he emphasized, is to build trust with European consumers, as the company still lacks deep cultural understanding and corporate heritage. Without that trust, it would be difficult to gain a foothold in mature markets.
To address this, ZXMOTO has laid out multiple measures. First, it plans to continuously compete in the world's top three motorcycle races and aim for championships to boost visibility. Second, it will strengthen dealer management by setting unified standards and specifications. Third, it hopes to replicate the successful Chinese after‑sales model -- where its founder Zhang Xue personally conducts live‑stream customer service -- in Europe, to match the service quality of European brands.
Finally, and most crucially, the company will keep improving product quality and performance, since brand reputation ultimately rests on product excellence. Through these combined efforts, ZXMOTO aims to establish lasting consumer trust, increase sales, and enhance brand reputation in the coming years. (Contributed by Li Wenxin, edited by Li Xueqing with Xinhua Silk Road, lixueqing@xinhua.org)
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