Benelli Lost 25% of Global Sales in 2025, Hit by Other Chinese Makers
2025 marked the 20th anniversary of Benelli’s “rebirth.” Instead of celebrating it big time, Benelli lost 25% of global sales compared to 2024. The biggest reason? The entry of several other Chinese brands especially into the European market where Benelli has a strong foothold.
Benelli is owned by Qianjiang Motor, better known as QJMotor who themselves are owned by the Geely Holding Group since 2005. Through that ownership, the brand had built up a solid product portfolio and extensive global distribution network which saw sales hit a record high of 83,100 units in 2021.
But the arrival of other Chinese brands into the European market such as CFMoto, QJMotor, Zongshen, Moto Morini, Voge, Benda, Zontes, et al have since challenged Benelli’s standing. Each of these makers represent a wide range of segments in terms of engine capacity as well as type. Such “attack” has made them lose visibility and dealer floor space.
However, that does not mean that Benelli will not fight back. They have identified Western Europe as the starting point of their campaign to regain lost sales.
In fact, the company had introduced a extensive line up of new bikes at EICMA 2025, including two adventure bikes namely the TRK 902 and TRK 602, a naked TNT 550, a new Leoncino Bobber 400 retro, and BKX 300 S enduro.
Will these new products be enough? Not unless the maker has a better and stronger commercial execution. – MotorCycleData
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