Europe Motorcycle Market Size, Share & Industry Analysis, By Motorcycle Type (Standard, Sports, Cruiser, Touring, Adventure, and Others), By Propulsion (ICE and Electric), By Engine Capacity (≤50 cc, 51–125 cc, 126–250 cc, 251–300 cc, 301–450 cc, 451–500 cc, 501–700 cc, and >700 cc), and Country Forecast, 2025-2032

The Europe motorcycle market size was valued at USD 11.82 billion in 2024. The market is projected to grow from USD 12.26 billion in 2025 to USD 16.06 billion by 2032, exhibiting a CAGR of 3.9% during the forecast period.             

A motorcycle is a two-wheeled motor vehicle for commuting and high-speed riding, offering acceleration and stable handling, with a mid-frame engine, astride seating, and capacities under 100cc to over 1000cc. The market is driven by factors including rising urban mobility needs, affordable personal transportation, fuel efficiency, expanding middle-class income, performance-oriented models, electrification, and growing demand for leisure, touring, and sport riding.

Furthermore, major players such as Honda, Yamaha, BMW Motorrad, KTM Group, and Ducati are strengthening their presence in Europe through model portfolio expansion, electrification, premium performance innovation, advanced safety technologies, and compliance with stringent emission and homologation regulations.

EUROPE MOTORCYCLE MARKET TRENDS

Vibrant Leisure and Touring Culture in Europe Drives Market Growth

Vibrant leisure, touring, and premium motorcycling cultures support resilient demand for motorcycle market trends across Europe. The region hosts some of the world’s most iconic brands and riding destinations, so owners often treat large bikes as long-term lifestyle purchases rather than purely utilitarian assets. Strong enthusiast communities, Alpine touring routes, and dense calendars of rallies and track days sustain high mileage usage and replacement cycles for mid- and high-displacement bikes. This leisure driven base of demand means the market remains comparatively resilient, even when short-term commuting patterns or fuel prices fluctuate, as many purchases are discretionary and planned well in advance as part of household leisure budgets.

• In January 2024, ACEM reported that new motorcycle sales in the five largest European markets reached 1,049,898 units in 2023, up about 10.5% year on year, while EICMA’s 2023 edition in Milan attracted more than 560,000 visitors, illustrating how registrations and large enthusiast events jointly reinforce Europe’s motorcycle culture and sales volumes.

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MARKET DYNAMICS

MARKET DRIVERS

Urban Congestion and Commuter Mobility Needs in Europe Drive Motorcycle Adoption

The expansion of urban and peri-urban congestion across European cities encourages households to adopt two wheelers as flexible commuting options. Compared to cars, powered two-wheelers occupy less road and parking space, reduce travel times in stop-and-go traffic, and offer lower fuel and ownership costs, making them attractive for middle-income workers who cannot rely solely on public transportation. The growing popularity of bike sharing and rental services in tourist cities further familiarizes visitors with two-wheeled commuting, which in turn fuels motorcycle market demand. Over the medium term, integration with digital navigation, congestion pricing platforms, and parking apps is expected to solidify the products’ role as pressure valves for overburdened transport systems in Europe’s major conurbations.

• In November 2024, ACEM utilized its participation at EICMA in Milan to highlight how powered two-wheelers contribute to urban mobility, safety, and decarbonization, presenting them as smart solutions for reducing congestion and emissions in European cities, rather than niche leisure products across the region, thereby reinforcing steady commuter-oriented demand for small and mid-displacement machines.

MARKET RESTRAINTS

Stringent Euro 5+ Emission Standards Restrain Model Availability and Increase Ownership Costs in Europe

Progressively tighter European emission regulations, culminating in the introduction of Euro 5+ standards, increase compliance costs and can shorten product lifecycles, restraining Europe motorcycle market growth. Motorcycle manufacturers face not only laboratory limits but also more demanding durability and onboard diagnostic requirements, which force the redesign of exhaust, engine, and electronic control systems, and necessitate lengthy real-world mileage testing. Smaller importers and specialist brands are particularly vulnerable as they have fewer global markets to spread their engineering costs across.

• In June 2024, Visordown detailed how Euro 5+ will apply to all new models introduced in 2024 and to all new bikes sold from January 2025, highlighting Yamaha’s decision to withdraw the YZF R1 road-going model from Europe as an example of how added catalyst durability testing and diagnostic requirements can make continued homologation commercially unattractive, tightening supply in several specialist niches.

MARKET OPPORTUNITIES

Decarbornization Policies and Smart Mobility Initiatives Drive Adoption of Advanced Motorcycles in Europe

Policy momentum around decarbonization and smart, sustainable mobility is gradually steering Europe’s motorcycle market toward cleaner and more technologically advanced models. The EU’s Green Deal and Sustainable and Smart Mobility Strategy aim for a 90% reduction in transport-related greenhouse gas emissions by 2050, encouraging all road users, including powered two-wheelers, to reduce CO₂ and local pollutants. The same policy agenda accelerates the adoption of rider assistance systems, connectivity, over-the-air software updates, and telematics-enabled insurance, which raises the value proposition of high-spec vehicles for urban and touring use and creates recurring software and service revenues for manufacturers.

• In August 2023, LEVA EU’s summary of ACEM registration data showed that, in the first half of 2023, new registrations in Europe’s five largest markets grew strongly while electric motorcycles together approached 130,000 units annually in major countries, illustrating how decarbonisation policies are simultaneously sustaining ICE demand and opening a growing niche for electric L-category vehicles.

MARKET CHALLENGES

Urban Access Restrictions and Active Mobility Policies in Europe Restrain Motorcycle Use in Key City Centers

The proliferation of low-emission zones, limited traffic districts, and broader active mobility policies in European cities is constraining usage in some of the continent’s most economically important urban centers. Municipal governments are increasingly restricting or pricing access for higher-emitting vehicles in historic cores and dense business districts. Riders also face greater complexity, as they need to understand evolving local rules, registration requirements, and camera-enforced penalties when crossing borders or visiting multiple cities on a single tour. Over time, the growth of access-restricted areas can cap demand for urban-focused two-wheelers, especially in Western Europe, even if suburban and rural leisure usage remains robust.

• In May 2021, RideApart documented how cities such as Barcelona, Paris and London had already introduced low emission or ultra-low emission zones with strict access rules for older motorcycles, while in November 2025, the European Consumer Centre updated its overview of environmental and limited traffic zones across high performance, showing that dozens of cities now operate such schemes, illustrating the tightening regulatory environment around motorized urban access, particularly for legacy internal combustion models in dense metropolitan corridors.

Segmentation Analysis

By Motorcycle Type

Versatile Long-Distance and Multi-Terrain Capability Drives Adventure Motorcycle Demand

Based on motorcycle type, the market is segmented into standard, sports, cruiser motorcycles, touring, adventure, and others.

The adventure segment dominates due to rising consumer preference for versatile two-wheelers capable of highway touring, off-road riding, and long-distance travel. Growing interest in experiential travel, motorcycling tourism, and outdoor recreation supports demand. Adventure segment offer higher ground clearance, upright ergonomics, advanced suspension, and larger fuel tanks, improving comfort and endurance. OEM investments in lightweight materials, rider-assistance systems, and electronic safety features further strengthen adoption. Expanding premium vehicle ownership, especially in developed and emerging markets, continues to accelerate growth.

• In July 2024, BMW Motorrad launched the updated R 1300 GS in Europe, featuring a lighter chassis, advanced rider-assistance systems, improved suspension, and long-distance touring capabilities, strengthening its leadership in the adventure segment.

The standard segment holds the second-largest share in the market, and is attributed to grow at a CAGR of 3.5% over the forecast period. The growth of the segment is supported by affordable pricing, daily commuting use, steady replacement demand, and sustained popularity across urban and suburban regions despite increasing electrification.

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By Propulsion Type

Established Infrastructure and Performance Reliability Sustain ICE Motorcycle Dominance

Based on propulsion type, the market is segmented into ICE and Electric.

The ICE segment dominates due to widespread fuel infrastructure, proven engine reliability, longer riding range, and strong performance across commuting, touring, and adventure applications. Lower upfront costs, extensive service networks, and broad model availability across engine capacities further support adoption. ICE continue to benefit from incremental efficiency improvements, compliance with emission norms, and strong consumer familiarity. In developing regions, affordability and refueling convenience outweigh electrification benefits, sustaining ICE dominance despite gradual electric penetration.

• In November 2025, Hero MotoCorp entered the U.K. motorcycle market with the launch of the Hunk 440 and a Euro 5-compliant product range, marking its expansion into Europe with performance-oriented and regulation-ready models.

The electric segment is emerging as the fastest-growing segment, registering a CAGR of 12.4% over the forecast period. 

By Engine Capacity

High-Performance Riding and Premium Positioning Accelerate >700 cc Engine Segment Growth

Based on engine capacity, the market is segmented into ≤50 cc, 51–125 cc, 126–250 cc, 251–300 cc, 301–450 cc, 451–500 cc, 501–700 cc, and >700 cc.

The >700 cc segment dominates due to strong demand for premium performance, long-distance touring, and adventure riding. Higher disposable incomes, growing leisure motorcycling culture, and demand for advanced safety, electronics, and comfort features support adoption. OEM's focus on flagship models, brand differentiation, and export-oriented production further reinforces segment leadership.

• In October 2023, Ducati revealed the 2024 Multistrada V4 RS, powered by an 1103 cc Desmosedici Stradale V4 engine producing around 180 hp, positioning it as the brand’s most performance-focused adventure segment for Europe.

The 301–450 cc segment is anticipated to register a CAGR of 5.3% over the forecast period. 

Europe Motorcycle Market Country Outlook

By geography, the market is categorized into Germany, Italy, Spain, France, the U.K., and Rest of Europe.

Germany

Germany held the dominant Europe motorcycle market share, valued at USD 2.66 billion in 2023, and also maintained the leading share in 2024, with USD 2.73 billion. Germany’s market is fueled by high disposable incomes, demand for premium performance two-wheelers, advanced engineering preferences, strong touring culture, and robust aftermarket and service networks supporting long-distance and recreational riding.

Italy

Italy is expected to witness significant growth, propelling at a CAGR of 5.5% during the forecast period. The Italy market is set to reach a valuation of USD 2.76 billion in 2026. Italy’s motorcycle market is driven by strong urban two-wheeler usage, dense city traffic, fuel efficient requirements, and a deep-rooted motorcycling culture, supported by domestic brands, commuting demand, and growing interest in premium and sport segment.

Spain

The Spain market of motorcycle market is estimated to reach USD 1.46 billion in 2025. Spain’s market growth is supported by favorable weather, high two-wheeler commuting in cities, tourism-linked rental demand, and rising adoption of mid-capacity two-wheelers for urban mobility and leisure riding across coastal and metropolitan regions.

France

The France market is estimated to reach USD 2.16 billion in 2025, with a CAGR of 4.0% over the forecast period. France’s motorcycle market growth is driven by daily commuting needs, congestion in urban centers, strong safety regulations, and rising demand for adventure and touring segment, supported by the government focus on mobility efficiency and emission compliance.

U.K.

The U.K. market is estimated to reach USD 1.40 billion in 2025. The U.K. market is driven by congestion-led urban commuting, cost-effective personal mobility demand, licensing structure supporting mid-capacity bikes, and growing interest in adventure and touring segment for leisure use.

Rest of Europe

Rest of the Europe is projected to record a growth rate of 5.2% in the coming years, which is the second highest among all countries, and reach a valuation of USD 1.68 billion by 2025. The growth is driven by improving road infrastructure, rising middle-class income, affordability of motorcycles versus cars, expanding delivery and logistics use, and increasing adoption of motorcycles for both commuting and recreational purposes.

COMPETITIVE LANDSCAPE

Key Industry Players

Product Innovation, Premium Positioning, and Regulatory Compliance Shape Europe Motorcycle Competition

The European market is driven by continuous product innovation, strong premium brand positioning, and strict compliance with emission and safety regulations. Key market players such as Honda, Yamaha, BMW Motorrad, KTM Group, and Ducati compete through advanced engine technologies, lightweight chassis development, electronic rider-assistance systems, and diversified model portfolios. Companies strengthen competitiveness by expanding electric and hybrid offerings, localizing assembly and R&D within Europe, and forming strategic supplier partnerships. Focus on sustainability, Euro 5/5+ compliance, and digital connectivity further differentiates brands across performance, touring, and adventure segments.

• In September 2025, Honda unveiled the Honda WN7 electric motorcycles in Europe, a Euro 5-compliant advanced electric model offering over 130 km range, rapid CCS2 charging, digital connectivity, and performance rivaling larger ICE bikes, highlighting the manufacturer focus on electrification, sustainability, and technology leadership across the region.

LIST OF KEY EUROPE MOTORCYCLE COMPANIES PROFILED

• Honda Motor Co., Ltd (Japan)
• Suzuki Motor Corporation (Japan)
• TVS Motor Company (India)
• Hero MotoCorp Ltd (India)
• Yamaha Motor Co., Ltd. (Japan)
• Bajaj Auto Ltd (India)
• Kawasaki Motors Corp (Japan)
• BMW Motorrad (Germany)
• Triumph Motorcycles (U.K.)
• Harley Davidson (U.S.)
• Ducati (Italy)

KEY INDUSTRY DEVELOPMENTS

• December 2024: KTM launched the 390 Adventure R in Europe, featuring a 373 cc single-cylinder engine, long-travel suspension, off-road-focused chassis, advanced electronics, and enhanced durability for adventure touring.
• November 2024: Suzuki launched the GSX-8R EVO in Europe, powered by a 776 cc parallel-twin engine producing 83 hp, paired with ride-by-wire throttle, traction control, quick-shifter, and a sport-oriented aerodynamic fairing.
• August 2024: TVS Motor planned to launch four new Norton motorcycles across the U.K., India, and Europe, featuring mid-to-large displacement engines, premium chassis components, modern electronics, and Euro 5-compliant powertrains.
• July 2024: QJMotor launched the SRK400 naked motorcycle in Europe, equipped with a 400 cc parallel-twin engine, inverted front forks, dual-channel ABS, TFT display, and lightweight frame targeting entry-level performance riders.
• March 2024: Ultraviolette launched the F77 electric motorcycle in 10 European countries, featuring a 10.3 kWh battery, 30 kW motor, 152 km real-world range, fast-charging capability, and connected digital instrumentation.

REPORT COVERAGE

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Report Scope & Segmentation