Forum charts future for nation's motorbike industry

The Chinese motorcycle industry is undergoing a significant transformation, shifting gears into what is being termed a "New Cycle". This evolution from merely exporting products to establishing comprehensive global operations was the focal point of the recent 2026 China Motorcycle Chongqing Forum, where industry leaders, component manufacturers, researchers and investors gathered in Chongqing to chart the future of the sector.

Under the theme of "Beyond Boundaries", the forum explored critical industry issues, including new trends and strategies for development. Topics ranged from exporting products to managing global operations, exploring overseas channels, adapting to new trade rules, implementing localized operations and building robust overseas after-sales systems.

A key voice at the forum was Zhao Hong, general manager of Chongqing Summit Kove Motorcycle Industry Co, who pointed to the growing strength and sophistication of Chinese brands.

"In management styles and strategies, I believe Chinese companies are now on par with those of Japan and Western countries," he said during the forum's panel discussion on Saturday, highlighting the gradual strengthening of Chinese brands on the global stage.

Kove Motorcycle, a leading private maker of medium and large sports motorcycles in China, exemplifies this growth. The company reported revenue of $65 million from January to August this year, a 108 percent increase year-on-year. Kove's motorcycles are now sold in 61 countries and regions, with particularly strong growth in Spain, Italy, Germany, France, the United Kingdom and Argentina.

Zhao said that the key to successful long-term overseas partnerships lies in the strength of collaborative teams, alignment with Chinese brand culture and substantial investment in after-sales service.

"For many Chinese motorcycle brands, the biggest hurdles in overseas expansion are the supply chain systems, talent and management. However, for parts suppliers like us, the issues are even more complex," said Tang Enfan, general manager of Chongqing Yu'an Intelligent Suspension Co.

Chongqing Yu'an, based in the southwestern Chinese municipality, specializes in manufacturing intelligent suspension systems and exports parts used in nearly all big motorcycle brands, including those in Europe, the United States and Japan. Despite this broad reach, Tang maintains a cautious outlook on international expansion.

He explained that each country's unique environmental regulations and equipment requirements demand different surface treatment processes, such as electroplating and painting. This underscores the importance of thoroughly understanding local policies to avoid potential issues.

Li Yao, chairman of Loncin Motor Co, addressed the changing perceptions of Chinese motorcycles. "Chinese motorcycles were once remembered as 'cheap'. As we transition from exporting products to exporting brands, the global market is gaining a new understanding of Chinese motorcycles," Li said.

Zonsen Group, which includes Loncin Motor as an independent A-share listed company, ranked the sixth-largest seller of motorcycles (including electric motorcycles) globally last year, following Honda, Hero, TVS, Yamaha and Bajaj.

Li said that by 2030, Zonsen aims to double its revenue, profit and market value, establish manufacturing plants in Mexico and Africa, maintain its position as the leading motorcycle brand in China, and strive to become the second-largest worldwide.

Statistics show that in 2025, global motorcycle sales — including both gasoline-powered and electric — reached 65.2 million units, a 4.7 percent increase. Around 30 countries have the capability to independently develop and manufacture motorcycles, while 70 countries engage in completely knocked down production. The Asia-Pacific region, led by India, China and Southeast Asia, is the production and consumption hub, with over 50 million units produced, accounting for 80 percent of global output.

Despite the industry's growing momentum, Xu Huxiong, a partner at consulting firm Roland Berger, warned of overcapacity in China's two-wheeler market. "Expanding internationally is no longer just an option for companies; it has become an essential strategy for achieving scale expansion and value enhancement," Xu said, adding that although international sales now outpace the domestic market two to threefold, future success hinges on tailoring products to local markets and strengthening distribution channels and supply chains. Establishing a strong service network is crucial for success in regions like Southeast Asia, Europe and the Americas.