Italy 2024. 2-Wheeler Market Jumps Ahead (+20%) In April

Voge Valico 500
Voge Valico 500

Italian Motorcycles Market keeps momentum in 2024. After an already positive first quarter (+2.7%) in April a strong demand pushed the market up 205 with year to date figures at 125.839 (+8.0%).


Italian Motorcycles Industry Trend and Perspectives

The Two-wheeler market in Italy is in a great momentum, with sales growing up since years although a bit step back reported in 2020.

The 2024 confirms the momentum and, following the strong +15.9% jump reported in the previous year, when the market hit the highest level out of the last 15 years, sales continue to increase fast.

After an already positive first quarter (+2.7%) in April a strong demand pushed the market up 205 with year to date figures at 125.839 (+8.0%).

And this score although the electric segment reported a 21.7% which follow the 28% lost reported last year.

Looking at the manufacturer performance, Honda (+6.8%), Piaggio (-0.6%) and Yamaha (+21.7%) confirm their place in the podium, while raising stars are Voge (+92.9%), Zontes (+82.9%), Benelli (+19.4%), Suzuki (+21.5%) and Kawasaki (+32.8%).


Ducati Panigale V4
Ducati Panigale V4

Italian Motorcycles Market In 2023

In recent years, the Italian 2-Wheeler market has been found by “newcomers” as the perfect market from which to 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 to replicate the success in other countries.

And generally, all of them obtained success, keeping the market up even when, like during 2022, traditional manufacturers were struggling for supply chain issues.

In 2023 all the conditions were perfect, with Japanese manufacturers (Honda overall) able to produce at full speed, while newcomers kept having success. As results, the market was the largest in Western Europe, with 340.072 registrations (+15.9%), the 3rd growth in a row and the highest level since 2007.

The growth was driven by the scooter segment (+17.1%) with high displacement (501-750cc) over doubling sales.

However, the motorcycles segment was fast growing as well (+15.0%) and is particularly strong in the 751-1000cc class (+39.7%) and in the 501-750cc (+32.6%).

The only negative figures regards EV segment, declined 27.3% with L1 segment down 44.3% and L3 declined 10.7%.

Looking at top manufacturer’s performance, Honda is still on top with first half sales jumped up 53.9% 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 (+12.0%) while the 3rd, Yamaha, is growing with a lower speed (+12.4%).

In 4th place Kymco increased sales by 1.1%, followed by SYM (+15.8%), while BMW is up 1.7%, Benelli is down 9.4% and Ducati is -2.3%.

BMW R nineT family
BMW R nineT family