Benelli 2022. Global Sales Keep Growing Although Chinese Production Shortage


Benelli Motorcycles in 2022 sold globally 137.271 (+2.3%) penalized by the difficulties in China which not only limited the local sales but even the volume available for global distribution.

Benelli Global Sales

In the last decade, Benelli re-born expanding sales organization in 70 countries approaching the market with this basic strategic factors:

  1. Italian heritage, with R&D and European operation base still in Pesaro
  2. Chinese volume production with low cost and acceptable technology
  3. Wide range of motorcycles models (plus few scooters), mainly in the low engine displacement (125-500) offered with essential contents, nice style and very aggressive prices

This formula is actually almost successful and Benelli is one of the fastest growing manufacturers in the World. 

Between 2016 and 2020 sales increased by 345% at a C.A.G.R. of 69% reaching over 100K annual sales.

Hit by covid 19 effect, sales declined for the first time in 2020, before top start growing back the following year.

In 2022, global sales have been 137.271 (+2.3%) penalized by the difficulties in China which not only limited the local sales but even the volume available for global distribution.

Benelli heritage and development

Benelli is one of the ancient Italian motorcycles brand.

Following a long and troubled story, started in Pesaro in the 1911, which makes it the oldest of Italian motorcycle factories in operation, by six brothers, Giuseppe, Giovanni, Francesco, Filippo, Domenico and Antonio Benelli.

Already during the first two World Wars the company evolved from a garage to a stable manufacturers, but only after the ‘fifties it flourished as one of the most innovative and talented company in the design, production and racing activities, although never changing from the “family based” organization. And discussions inside the family has been even the limits and finally the cause of decline.

In the sixties Benelli started exporting in USA and South America. 

However, in early ’70s and under the pressure of Japanese manufacturers expansion, Benelli entered in economic difficulty  and was subject – together with the other Italian manufacturer Moto-Guzzi –  by an Italian-Argentine industrialist Alejandro de Tomaso. 

Although the launch of new models was well accepted by the market, under the new ownership, Benelli was incorporated with Moto-Guzzi, in the Guzzi-Benelli Moto (G.B.M. S.p.a.) that transformed Benelli in an empty box.

In 1995 the young Andrea Merloni scion of family of the famous Marche dynasty of household appliances and passionate motorcyclist, has decided to take over the Benelli brand to relaunch it on the world market, first by re-opening the original factory in Pesaro and then creating a team of young and dynamic designers, launching a series of scooters and maximoto to give immediate oxygen to the crates and organize the sales network and assistance.

After an almost positive start, the venture struggled to produce cash and the intrapreneur had to give up, selling the company to a big Chinese conglomerate, in the 2005.

Nowadays, Benelli is part of the Motor Group Qianjiang, a corporation headquartered in Wenling, southeast China. Benelli Q.J. is located in Pesaro, with the same workforce in the same premises as previous proprietor Benelli S.p.A.

Since the Chinese acquisition (2005) the rebuilt of the company was slow and just in the last decade a clear international strategy has been put in place.