Italian Motorcycles Market is hot. Year to Date November 2023 figures at 328.432 (+16.3%) is the best performance among the big 5 countries in Europe and project the best year out of last 15.
Italian Motorcycles Industry Trend and Perspectives
In the most recent years, the Italian market has been found by “newcomers” as the perfect market from which start a new venture in Europe. And many new brands (like Royal Enfield, CF Moto, Voge and others) or revamped brands (Benelli and Moto Morini) started the European operations aiming to maximize the performance in Italy, before than in other countries. And generally, all of them obtained success, keeping the market up even when, like during the last year, traditional manufacturers were struggling for supply chain issues.
The start of 2023 reported a great news for Italian 2-wheelers consumers, as the Japanese manufacturers ended their short supply period and their dealerships were again full of bikes and scooter to offer.
As results, the market really boomed in the first sixth month of the year with 201.932 sales (+16.9%) the best performance in the last 20 years.
In the following month the speed trend did not ended and after a Q3 closed with a +17.4%, sales improved 15.7% in October and 2.7% in November.
Year to Date figures at 328.432 (+16.3%) is the best performance among the big 5 countries in Europe and project the best year out of last 15.
The growth is driven by the scooter segment (+18.1%) with high displacement (501-750cc) over doubling sales.
However, the motorcycles segment is fast growing as well (+14.4%) and is particularly strong in the 751-1000cc class (+39.7%) and in the 501-750cc (+32.6%) where most of new models have been introduced after EICMA 2022.
Looking at top manufacturer’s performance, Honda is still on top with first half sales jumped up 52.6% thanks to the end of short supply and strong demand on X-ADV 750, SH350 and SH150.
In second place Piaggio is fast growing as well (+13.2%) while the 3rd, Yamaha, is growing with a lower speed (+12.8%).
In 4th place Kymco increased sales by 3.4%, followed by SYM (+16.5%), while BMW is up 1.8%, Benelli is down 17.5% and Ducati is -1.1%.
