The motorcycle market declines in April: Triumph, Royal Enfield, Harley-Davidson, CFMoto, Voge, and Zontes show increases while other brands are struggling.

In a context where the motorcycle market shows worrying signs of decline, the performance of certain brands stands out as an exception. Despite a widespread drop in sales, brands like Triumph, Royal Enfield, and Harley-Davidson continue to shine with their positive results. At the same time, Chinese brands like CFMoto, Voge, and Zontes are experiencing impressive growth, reflecting a different dynamic from that of historical players. This article deeply explores the motorcycle market situation in April 2025, with a focus on the varying performances of different manufacturers.

Comprehensive analysis of the motorcycle market in April 2025

April 2025 has proven to be a challenging month for the motorcycle industry in France. Indeed, the market has experienced a decrease in registrations of 10.38% compared to the previous year. This decline, which has persisted since the beginning of the year, highlights the difficulties faced particularly by major Japanese brands such as Honda, Yamaha, and Kawasaki. Consumer psychology, influenced by economic factors and changes in consumption behavior, weighs heavily on the entire sector.

The constant challenges of the Japanese market

The decline in sales of Japanese motorcycles is particularly concerning. For example, Honda, as the market leader, recorded 3,636 units registered in April, a decrease of -6.55%. This observation holds true for other giants such as Yamaha and Kawasaki, which declined by -9.67% and -4.88%, respectively. This downturn is accompanied by a shift in consumer preferences, who are increasingly turning to emerging and regional brands.

Performance of growing brands

While major names in the industry are suffering, some brands continue to thrive. Triumph, for example, recorded a growth of 12.79% with 1,243 units sold in March. Similarly, Royal Enfield, with 411 units sold and an increase of 18.79%, demonstrates that the enthusiasm for classic motorcycles still meets the expectations of enthusiasts.

• Triumph: +12.79% (1,243 units)
• Royal Enfield: +18.79% (411 units)
• Harley-Davidson: +9.25% (437 units)

The rising Chinese brands

Chinese motorcycle brands, particularly CFMoto and Voge, are distinguished by their rapid progress. CFMoto recorded 511 units with a stunning growth of 81%, while Voge also shows an increase of 81% with 397 units sold. This dynamic highlights the growing enthusiasm for these brands that attract a younger clientele focused on value for money.

Future outlook for the motorcycle market

At this point in the French market, it is difficult to predict with certainty how motorcycle sales will evolve. However, some indicators might suggest a forthcoming stabilization. Brands introducing new models and adjusting their sales strategies could potentially reverse the current trend. Major brands like BMW have introduced new models, with particular attention to the electric market, which could respond to the growing demand for more sustainable options.

The new trends in the market

Manufacturers must also adapt to an evolution in consumption patterns. Consumers in 2025 are more concerned about their environmental impact, leading to an increased demand for electric motorcycles. Brands like Ducati, which are refining their model lines, could benefit from a heightened awareness of environmental issues.

• New electric models on the way
• More aggressive pricing strategies
• Growing importance of after-sales services

Comparison of performances of historical brands

To better understand the dynamics of the motorcycle market in 2025, it is essential to closely examine the recent figures of major historical brands. While some are struggling to maintain their market share, others seem to be doing quite well.

Revitalization strategies for aging brands

To turn the tide, manufacturers must rethink their strategies. By focusing on innovation, design, and especially digital connectivity, these brands can hope to rekindle consumer interest. For example, the recent arrival of the R 1300 RT and R 1300 RS models could offer a boost for BMW, which has recorded a significant decline.

Interview: Experts' views on the future of the motorcycle market

To enrich our analysis, an industry expert, who requested to remain anonymous, shared their thoughts on the future of the motorcycle market in France. According to them, it is crucial for historical brands to leverage their strengths while exploring new avenues.

The importance of innovation

“Brands must be agile. Consumer expectations are evolving rapidly, and those that do not adapt risk disappearing,” explains our expert. He further emphasizes that technical innovation and sustainability will be key elements in winning the hearts of young riders who are environmentally conscious.

• Growing adoption of green technologies
• Charging infrastructure for electric motorcycles
• Collaboration among brands to expand offerings

The role of motorcycle events and shows

Motorcycle events, such as international shows, will also play a crucial role. They provide a platform for brands to showcase their innovations and create direct interactions with consumers, thus facilitating the market's resurgence. An event like the Intermot show in Germany could help stimulate interest in new technologies and bring brands closer to riders.

Conclusion of observations on the motorcycle market in 2025

In summarizing the evolution of current trends, one thing is certain: the motorcycle market is undergoing significant transformation. While some major names are facing difficulties, smaller, innovative brands continue to establish themselves in the market. The dynamism of certain Chinese brands and the resilience of historical brands offer a striking contrast, but also a reason to be optimistic about the future. The new trends, along with consumer preferences, will shape the future of this industry, which, despite its challenges, shows signs of renewal.

Source: www.caradisiac.com