Europe 2025. Motorcycles Market Lost 13.4% During First Four Months

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BMW R1300 GS
BMW R1300 GS

European Motorcycles Market is deeply negative in 2025. the first half of the year reported sales at 862.154 (-7.8%), with a progressive recovery after the deep 16.2% Q1 lost. Voge, Zontes and QJ Motors are rapidly gaining space.

 

Please note data reported regards the motorcycles industry in large extended, including not only 2/3 wheelers as moped, scooter, motorcycles, but even other vehicles, like ATVs, usually included in this industry. Differently from ACEA and other local sources (like FEBIAC), we do not consider the powered-bicycles inside the industry, even because data available regards only registered bicycles and are limited to those countries (Belgium, Netherlands, France) where a plate is required.

 

Economic Environment

After a prolonged period of stagnation, the EU economy is returning to modest growth, while the disinflation process continues. The European Commissions” Autumn Forecast projects GDP growth in 2024 at 0.9% in the EU and 0.8% in the euro area. Economic activity is forecast to accelerate to 1.5% in the EU and to 1.3% in the euro area in 2025, and to 1.8% in the EU and 1.6% in the euro area in 2026.

The disinflationary process that started towards end-2022 continues despite a slight pick-up in inflation in October, largely driven by energy prices.

Price pressures in services remain high, but are projected to moderate as from early 2025, driven by slowing wage growth and an expected pick-up in productivity, and supported by negative base effects.

 

Motorcycles Industry Trend and Perspectives

Following a 2020-2024 strike of five consecutive growth, the European motorcycles market started the 2025 with the need to dilute the strong dealer stock of self registered vehicles, which several OEMs had been forced during the last quarter 2024 by the noise limits related to the euro 5 rules.

Focused on sell out all the pre-registered vehicles in stock, the manufacturers were not able to start positively the new year and the first half of the year reported sales at 862.154 (-7.8%), with a progressive recovery after the deep 16.2% lost in the first quarter.

However, looking at the single country performance in 2025, the differences are sharp. 

At country level, the largest market still is Italy while sales declined 5.5%. However other three big market performed with more negative data, with France down 18.7%, Germany down 21.6% and  UK down 17.6%.

Thanks to 5.8% gain, the second largest market in Europe was Spain .

Looking at the others market, in 6th place Greece keeps growing (+12.5%), the 7th is Poland (+11.3%), then Switzerland (+2.6%) and The Netherlands (-1.1%).

 

Market Leaders and Performance

Looking at the competitive arena, the market leader is Honda with in the last quarter sold over the double than the second, gaining 4.7%.

The second was  Yamaha losing 5.7% and keeping the gap over the followers, Piaggio (-17.2%) and BMW (-9.5%) overall.

New brands are emerging with Voge up 75.1% and Zontes up 79.1%. QJ Motor increased sales 101.9%

Aprilia-rs-660
Aprilia-rs-660

bmw-r-1250 RS
bmw-r-1250 RS