Sharmax Motors, a powersports company and motorcycle manufacturer, has recently announced a $24 million investment program to support expansion across LATAM and Europe. A five-year growth strategy focuses on entering new regions with a full-scale operational infrastructure.
About the company
As a truly international enterprise, Sharmax began to emerge in 2016 when it started scaling its production of off-road motorcycles beyond Italy, where the brand was founded two years earlier. Since then, the company has grown from a motorcycle-focused brand into a large-scale business with a global footprint. While motorcycles remain its flagship products, the manufacturer has expanded its portfolio to include quad bikes, utility vehicles, golf carts, and water sports equipment. Today, Sharmax operates through a network of 27 offices across five continents.
The company has been on a steady path of growth since its launch. Beyond Europe, the brand has been actively increasing its presence in the Middle East and North Africa (MENA) region between 2023 and 2025. The Dubai location now serves as a major operational hub for the Gulf region. Among other countries that joined the network during this time were Oman, Qatar, and Saudi Arabia. That regional scaling experience and a successful launch model now serve as an important reference point for its expansion into Latin America, where it began establishing a presence in 2025.
Markets in focus
Latin America is viewed as one of the priority markets for long-term development of the dealership network. The region offers strong growth potential thanks to its large customer base, growing interest in powersports, and rising demand for accessible mid-segment adventure vehicles.
The new roadmap sets out an investment initiative of around $24 million and the opening of stores in major Latin American cities. Mexico and Brazil are expected to be among the first markets in the sequence. In Europe, the focus is on Spain, where Sharmax plans additional openings as part of its retail network.
As Sharmax spokesperson for regional development notes, “We are targeting a network of 80 branches in total by 2030. Our approach is to build a full-fledged infrastructure system in each market we enter and integrate into local operations from the start.”
Sharmax has already taken visible first steps in both regions. In Mexico, the company opened its first Latin American showroom in Mexico City in early 2025. Located in Santa Fe, the site introduced the brand’s full lineup to the market and quickly became a local hub for riders and fans of outdoor adventure.
In Spain, Sharmax moved into Barcelona with its first showroom and EU marketing office. The Barcelona base is intended to support wider European development over time.
What Sharmax brings with it
Quality vehicles for outdoor adventures
The company’s product range is wide enough to speak to several rider groups at once. A diverse portfolio of over 200 models covers different categories and price segments. Its regional-focused lineup is expected to include on-road motorcycles in multiple categories (supersport, adventure, touring bikes, naked bikes, cruisers, scooters), enduro and motocross models in the off-road category, as well as ATVs and buggies in professional and entry-level segments.
A full-fledged ecosystem from the start
Sharmax’s growth strategy is framed around infrastructure rather than retail alone. In every region, the opening of new retail locations usually brings with it a wider system of service centres, warehouses, and distribution hubs. Sharmax positions this model as an end-to-end ecosystem meant to deliver a complete customer experience and uninterrupted operation for distributors.
The economic angle is also central to the roadmap. New openings are expected to generate more jobs to the local market. Recruitment is planned across retail operations, service functions, logistics, and supporting departments. This is part of how a powersports business can integrate deeply into the community and become a lasting part of the market from both the consumer perspective and the wider local economy.
Community life as part of the company’s vision
Sharmax also intends to build a local community in every city it enters through signature annual events. Among them are: the Sharmax Race Enduro, focused on enduro motorcycle competition, Sharmax Race ATV, centered on cross-country ATV racing, and Sharmax Freedom Air, a festival designed for fans of active recreation.
The vision is to bring together people with similar values and a common passion for an active lifestyle. At a broader level, the brand’s mission is to encourage more people to discover motorsports as a way to spend time outdoors, stay active, and reconnect with nature. Beyond that, Sharmax aims to foster local partnerships and support sports riders through sponsorship programs.
Looking ahead
The brand’s ambition is to bring high-quality, adventure-ready vehicles to new locations worldwide. Southeast Asia and Oceania are viewed as the next target markets. In both regions, Sharmax sees potential for long-term growth supported by rising interest in outdoor mobility and powersports lifestyles.
The company aims to lead the way in accessible powersports, while staying true to its founding vision: making freedom through motion available to everyone, everywhere. Sharmax is expected to expand its presence step by step, with further announcements to follow as regional plans take shape.
