QJ Motor is challenging the global motorcycles leaders. In 2025, global sales reached a record 63,020 units, more than doubling year-on-year. China and Europe together account for nearly 90% of total volume, reflecting both strong domestic scale and a focused European strategy.
Qianjiang Motorcycle Group (QJ Motor), founded in 1985 and headquartered in Wenling, Zhejiang Province, is one of China’s largest two-wheeler manufacturers. The company entered a new strategic phase in 2016 when it was acquired by automotive giant Geely, accelerating both brand development and international expansion.
Qianjiang had already taken a decisive step toward globalization in 2005 with the acquisition of Italy’s Benelli, which it successfully relaunched in Europe over the following decade. However, the real transformation began in 2020, when management repositioned the group internationally under the more marketable QJ Motor brand name, replacing the less export-friendly “Qianjiang Motorcycle.”
Between 2020 and 2022, the product lineup expanded rapidly across multiple displacement segments. By 2023, QJ Motor formally intensified its global push, leveraging an increasingly competitive portfolio in terms of technology, design, and pricing.
The impact has been immediate. In 2025, global sales reached a record 63,020 units, more than doubling year-on-year.
China and Europe together account for nearly 90% of total volume, reflecting both strong domestic scale and a focused European strategy. Europe is clearly the priority growth region and in 2025 reported a particularly strong performances in Spain, Italy, Greece, Poland, France, and Portugal.
Beyond Europe, QJ Motor is gradually expanding in the United States, Latin America, and Southeast Asia, including Malaysia. While current volumes remain modest outside its core regions, distribution networks are expanding quickly.
Strategic Perspective
QJ Motor is following a well-structured globalization pathway: domestic scale → European consolidation → broader international penetration.
The 2025 surge confirms that the brand has moved beyond experimentation and entered a scaling phase. The key challenge for the next two years will be maintaining quality perception and dealer network stability while sustaining rapid geographic expansion.