Launched in 2018 by Loncin to penetrate the premium segment, Voge Motorcycles has scaled rapidly to nearly 100,000 global units in 2025, with over 50% of sales in Europe and less than 20% in China. The brand’s expansion have driven standout gains in Italy and Spain and strong growth in Latin America (+85.8%).
Voge was officially launched on September 21, 2018, at the 15th Chongqing International Motorcycle Trade Exhibition by Loncin, one of China’s largest motorcycle manufacturers. The brand was created with a clear objective: move beyond the traditional “budget Chinese” positioning and compete in the premium, sporty, and technologically advanced motorcycle segment.
From the outset, Voge adopted an international-first strategy. While targeting export markets aggressively, the brand also capitalized on the rapid expansion of China’s premium motorcycle segment—the only domestic segment showing sustained growth in recent years.
In just seven years, Voge has built a distribution network spanning more than 60 countries, supported by a broad and fast-expanding product portfolio. Its competitive formula combines modern design, improving technology, and aggressive pricing—allowing it to undercut established Japanese and European rivals while offering increasingly comparable specifications.
By 2025, Voge delivered close to 100,000 units globally, with China accounting for less than 20% of total volume and Europe representing more than half of global sales. Southern Europe has been particularly receptive: in Italy and Spain, Voge has already entered the top-selling brands after more than doubling sales in 2025.
Latin America is emerging as the next growth frontier, with sales up 85.8% last year. The company is preparing to localize production in Brazil, with a CKD assembly facility under construction in Manaus, expected to begin operations in the first half of 2026—an important strategic move to bypass import barriers and strengthen regional competitiveness.
Strategic Perspective
Voge’s trajectory illustrates how quickly a well-capitalized Chinese manufacturer can reposition upmarket. The brand is no longer competing only on price; it is competing on scale, speed, and market penetration.
If execution remains consistent and quality perception continues to improve, Voge could become one of the most disruptive global mid-premium motorcycle brands of the decade.