MILAN, Italy, Nov. 7 (Xinhua) -- A steady stream of visitors gathered around the booths of Chinese motorcycle makers at the 83rd International Two-Wheeler Exhibition (EICMA 2026) in Milan, Italy.
Cameras were pointed at newly unveiled models, visitors paused to examine their designs and technical specifications, and conversations continued in the business areas behind the display, where overseas dealers explored potential deals and delivery arrangements.
The scene offered a glimpse of how China's motorcycle industry is gaining visibility in Europe.
EICMA, one of the world's major events for the motorcycle industry, was recently opened in Milan, bringing together various Chinese manufacturers. From traditional fuel-powered motorcycles to electric and smart mobility products, Chinese brands presented their latest models and technological advances.
For Chinese manufacturers, the exhibition was more than an opportunity to showcase new products. It was a chance to demonstrate their growing capabilities in one of the world's most established motorcycle markets.
CFMOTO brought five new products to this year's show, highlighting the company's technological development over the years, said Chen Zhiyong, vice president of the company, mentioning that its V4SR-RR model achieved a top speed of over 315 km/h.
ZXMOTO also unveiled several new models targeting the European market. Huang Qin, head of the company's foreign trade department, told Xinhua that its 500RR model has obtained EU Whole Vehicle Type Approval (WVTA) and has already been delivered to distributors in Spain, France, Britain and Poland. The company plans to introduce nine models to the European market by the end of 2027.
The push into Europe is not limited to conventional fuel-powered motorcycles. Chinese companies are also seeking opportunities in electric and smart mobility. Segway, a brand under Ninebot, unveiled several high-performance electric motorcycle concept models at the show. Technologies including an 800-volt high-voltage platform and a self-developed Cell-to-Body (CTB) chassis attracted the attention of industry engineers.
"Today, Chinese brands represent not only the present, but also the future," said Antonio Giordano, a motorcycle dealer from Naples, Italy. Chinese manufacturers are gaining ground through product quality and have become highly competitive with traditional European brands that once dominated the market, he told Xinhua.
Zhang Xue, founder of ZXMOTO, believes that the growing competitiveness of Chinese motorcycle makers stems not only from cost advantages but also from efficiency and innovation.
"Our biggest strengths are the cost advantages of Chinese manufacturing and an unparalleled level of efficiency," Zhang said.
He noted that Chinese brands such as CFMOTO, Zontes and Voge have stepped up investment in research and development as well as motorcycle racing, achieving notable results in Europe. Some have already outperformed established Japanese brands in certain market segments, he said, predicting that Chinese manufacturers would further increase their market share in Europe over the next three to five years.
Nicolas, a distributor of ZXMOTO in Denmark, echoed this assessment. Compared with some traditional European brands, Chinese manufacturers are more willing to innovate and continuously improve their products and technologies, he told Xinhua.
At the Milan show, the crowds around Chinese booths and the steady flow of inquiries from overseas dealers suggested that Chinese brands are no longer on the sidelines of the European motorcycle market. They are increasingly becoming part of the conversation about its future.
