China and India have been competing neck and neck as the world’s largest motorcycle markets in the past decade. Producing cheap models at high volume and low profits was their business model. So, for years China churned out millions of small, uninspiring single-cylinder motorcycles designed for mass transport. But stiff competition from Indian brands in their established markets and rapid development along with upward mobility of the middle class in recent decades brought with it a desire for recreational riding culture, accelerating the demand for bigger, faster motorcycles. This in turn led to the expansion of homegrown brands into the manufacturing of multicylinder motorcycles that also captured the attention of American, European, and Japanese motorcycle brands that were on the lookout for an entry into the promising market. The availability of cheap labor, developments in production quality, and economies of scale led to the formation of some very interesting Sino-western motorcycle OEM partnerships.
Here we’ll look at a few of such well-known brands that either have Chinese ownership or have models that are manufactured in China and are sold worldwide.
1. Qianjiang - Benelli/Harley-Davidson:
Founded in 1911, Benelli is one of the oldest motorcycle marques from Italy. Known for their lightweight motorcycles, Benelli carved a name for themselves in European motorsports from the late 1920s to the 60s. The onset of the Second World War, loss of European market share to Japanese imports, and several shifts in management, however, led to its acquisition by the Chinese motorcycle manufacturer ‘Qianjiang’ in 2005. Benelli provided its brand equity and coveted Italian design prowess to Qianjiang while the latter boosted its presence in the South Asian and Middle Eastern markets by infusing better price competitiveness.
Although the design and engineering are done in Italy with a watchful oversight on the Chinese manufacturing processes to maintain QC standards, the rebranding of Benelli models into other brands of Qianjiang such as ‘Keeway’ and the stigma of being associated with a Chinese manufacturer are challenges which Benelli will have to tackle.
In 2019, Harley-Davidson also entered into a partnership with Qianjiang to produce a sub 500cc model codenamed the SRV300.
2. CF Moto - KTM
CF Moto started in 1989 as a motorcycle engine and parts manufacturer but is currently one of the world’s largest manufacturers of ATVs and motorcycles, with R&D centers across 5 countries and a healthy share in major western markets such as Australia, North American, and the UK. They made their way into India as well in 2019 with a few of their naked sports and touring models.
CF Moto is also the sole distributor of KTM motorcycles in China and the two companies entered into a JV in 2017. In September 2020, KTM confirmed the production of their 750cc motorcycles in China in conjunction with CFMoto as part of the partnership. CF Moto has also obtained the rights to use KTM powertrains such as the 990cc LC8 in their models.
3. Loncin – BMW/MV Agusta
Loncin is a Chinese small engine, agricultural equipment, three-wheeler, and motorcycle manufacturer situated in Chongqing, which is also becoming increasingly popular as the ‘Detroit’ of China. In 2005, BMW Motorrad entered into a partnership with Loncin to manufacture 650cc engines for the F650GS which eventually progressed into the production of fully built large displacement motorcycles and scooters such as the F850GS, C400X, and the C400GT by 2015.
In 2019, the Italian premium motorcycle marque MV Agusta also entered into a partnership with Loncin to manufacture their 3-cylinder models ranging from 350cc to 500cc, which are rumored to enter India by 2021.
4. Zongshen – Aprilia
The Italian motorcycle brand Aprilia was acquired by Piaggio in 2004 and during the same year, Piaggio entered into a partnership with Zongshen, one of the largest motorcycle and engine manufacturers in China, for the exclusive production, marketing, and sales of Piaggio motorcycles and scooters including Aprilia, in China as well as around the world.
Currently, Zongshen manufactures a range of 150cc motorcycles for Aprilia, and although they showcased the RS150 and the Tuono 150 at Auto Expo 2018, official plans to launch these motorcycles in India haven’t been announced yet.
5. Qingqi – Suzuki
Chinese motorcycle manufacturer Qinqi was established in 1956 as a moped and small engine manufacturer. In 1996 they entered into a JV with the Japanese automotive behemoth Suzuki for the production of models less than 250cc. They have produced 5 million units till now and export to Japan, South Korea, several countries in Africa, and as well as South America. The models include the GSX150 series, the Intruder, and the ADV tourer, V-Strom among the mix.
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