Market Trends in Italian Motorcycles
The Italian motorcycle, as a representative of two-wheeled transportation, occupies an important position in the global market due to its unique design and high performance. Italian motorcycles are not just commuting tools but also symbols of lifestyle and culture. What trends are emerging in the Italian motorcycle industry? What new movements are leading brands making in the market? This article aims to delve into these topics!
Table of Contents
In 2023, motorcycle registrations in Italy hit a record high, with scooters and riding bikes gaining equal popularity.
At the beginning of September, Associazione Nazionale Ciclo Motociclo Accessori(ANCMA) released new vehicle registration data for January to August 2024: a total of 259,963 registrations in the first eight months (120,854 for motorcycles and 139,109 for scooters), marking an increase of about 6.05% compared to 245,140 during the same period last year (with motorcycles increased by about 7.99% and scooters increased by about 4.41%).
This new data shows that in the first eight months of the year, the Italian market registered new cars, the best top twenty models are as follows:
1. Honda SH125i: 10,457 units
2 Honda SH150i: 8,711 units
3 Honda SH350: 7,225 units
4 Kymco Agility 125 R16: 6,687 units
5 Piaggio Liberty 125: 6,223 units
6 Benelli TRK702/702X: 5,486 units
7 Honda X-ADV: 5,082 units
8 Piaggio Beverly 300: 4,551 units
9 Honda ADV350: 4,397 units
10 Yamaha X-Max 300: 4,282 units
11 Kymco People S 125: 4,197 units
12 BMW R1300 GS: 3,901 units
13 SYM Symphony 125: 3,722 units
14 Yamaha TMAX: 3,722 units
15 Vespa GTS 300: 3,614 units
16 Vespa Primavera 125: 3,549 units
17 Piaggio Beverly 400: 3,501 units
18 Piaggio Medley 125: 3,412 units
19 Honda CRF1100L: 3,021 units
20 Honda SH Mode 125: 2,722 units
Among the top twenty models listed, only the Benelli TRK702/702X (6th), BMW R1300 GS (12th), and Honda CRF1100L (19th) are motorcycles, while the rest are scooters.
According to data released by McD, the cumulative number of new vehicle registrations in the Italian market from January to August 2023 amounted to 272,673 units, an increase of approximately 5.2% year-on-year. Italy continues to be the largest motorcycle market in Western Europe. While registrations rose by approximately 8.4% in July, they fell by approximately 2.5% in August. Despite growth in the overall market, new registrations of electric vehicles fell sharply by 27.3%.
Strong performers in the first eight months included brands such as QJ Motor (up by 1,988%), Voge (up by 89.7%), Zontes (up by 52.8%), Kawasaki (up by 37%), Kymco (up by 19.8%) and Suzuki (up by 15.4%). The Italian market has also become an ideal entry point for new brands such as Royal Enfield and CFMoto, with a focus on establishing a presence in Italy before expanding to other European countries.
Italy’s total motorcycle market continues to gain momentum with unique brands
The Italian motorcycle market has experienced five consecutive years of growth. In recent years, supported by its unique motorcycle culture and historical background, the Italian motorcycle market has shown increasingly strong performance. In 2023, the Italian motorcycle market achieved sales of 319,000 units, representing an 18% year-on-year growth, making it the best-selling market in Western Europe and setting a new record since 2010. The growth of the Italian motorcycle market is primarily driven by scooter sales, particularly in the mid to large displacement categories.
Italy Motorcycles Market Analysis – Q1 2024 & 2023 Market Data
The Italian motorcycle market continues to recover, the dividends of the electricity crisis for traditional fuel motorcycles have not yet disappeared, and after the “shopping frenzy” has cooled down, the Italian market still shows considerable purchasing potential.
First Quarter of 2024: Fluctuating, but Steadily Improving.
“Despite the ups and downs at the beginning of the year, 2024 is still +3% higher than last year, which proves the centrality and prominence of two-wheelers as a mobility solution as well as a leisure and passion factor.”
From the statistical data, the registration numbers for two-wheeled vehicles in February (37,562 units) and March (35,605 units) remained relatively stable, and the market continued its growth momentum in the first quarter. In the more specialized field of electric motorcycles, the decline in sales has finally shown signs of slowing down, but the data remains concerning. This indicates that the energy crisis faced by Italy and Europe since 2023 has not yet fully ended.
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Italian motorcycle model structure
In 2023, the share of scooters in the Italian motorcycle market dropped to 54%, a decline of 12 percentage points since 2013, reflecting consumers’ pursuit of riding enjoyment and adventurous experiences. Meanwhile, the proportions of adventure bikes and naked bikes increased by 6 and 7 percentage points, respectively, becoming important drivers of market growth.
In terms of displacement structure, the shares of motorcycles under 125cc and over 250cc both increased. According to ANCMA data, the shares for each displacement category in 2023 were 28% (<125cc), 9% (125-250cc), 42% (250-750cc), and 21% (>750cc), representing increases of 4, 5, and 3 percentage points since 2013.
Although scooters remain mainstream, 17 of the top 20 best-selling models in the first half of 2024 were scooters, with the top five being Honda’s SH series. In terms of brands, Japanese manufacturers occupied 9 positions, while Italian brands held 7, with the remainder being Taiwanese companies and German BMW.
Italian Motorcycle Brands
Throughout the Italian brands, they are overflowing with distinctive and flamboyant personalities and exquisite shapes, insisting on core functions and features, and on the use of high-grade accessories. The continuity of their design styles and their long life cycles, as well as the high degree of unity between quality and appearance, are all characteristics of Italian motorcycle brands. The following are brands originating from Italy.
Moto Guzzi
Moto Guzzi is a traditional Italian motorcycle brand known for its unique transverse V-twin engine and exquisite design. Despite its challenging history, it has remained true to its style and is often referred to as a “dinosaur” in the motorcycle world. After facing difficulties in the 1990s, the brand was acquired by Aprilia and later became part of Piaggio.
Aprilia
Founded in 1962, Aprilia initially produced bicycles before becoming the second-largest motorcycle manufacturer in Europe. Although it is not as globally recognized as other Italian brands, it offers a wide range of products and has strong technical development capabilities. In 2000, Laverda and Moto Guzzi were integrated into Aprilia, and four years later, Aprilia joined the Piaggio Group.
Vespa
Vespa is the most distinctive motorcycle brand in Italy, inspired by the economic hardships following World War II. Founder Enrico Piaggio collaborated with designer Corradino D’Ascanio to create this revolutionary scooter, naming it Vespa (meaning “wasp”) due to its shape and engine sound. In the 1970s and 1980s, Vespa’s patent licensing spurred the global production of affordable scooters, but for loyal fans, Vespa has always remained the one and only choice.
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