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Market Research Report

Europe Two-Wheeler Market Analysis Report | 2021 Edition | 2019-2035 | Industry Insights

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Europe Two-Wheeler Market Overview

The two-wheeler market in Europe is expected to attain a size of USD 893.00 million by 2025 registering a CAGR of 26.20% during the forecasted period. The major factors driving the growth of the market are the increasing usage of electric scooters for sharing services, growing concerns over emissions of greenhouse gases, rising government initiatives and formulation of stringent emission laws.

In 2019 the two-wheeler market in Europe started on a very positive note. Though it’s positive still but it’s showing a downward trend. The sales performance was impressive in Q1wth sales accelerating by 21.60% and 372.175 units but in Q2, the sales speed decreased. It is noticed that the year ended with +6.90% May with +1.10% June was worse with +0.70% leading to first-half registrations at 947.597 (+9.60%).The October sales has been 120.40 up a little with year-to-date figures at 1520,000 units (+7.30%). If we take a look at a single segment, YTD motorbike sales have been 568.126(+7.40%)the scooter /tricycles over 50 ccs has been 358.748(+6.00%), and the 50 cc scooters 225.936(+11.90%). The electric segment is booming sales of top 10 countries show the leadership of France. With 273.393 up by an outstanding +16.80%.Italy stands second place with 240.123 sales (+5.50%), next is Germany with 183.701(+5.80%) Spain with 174.207(+10.80%), Turkey with 134.528(-7.50%) Great Britain 96.414(+2.10%), Netherlands 68.502(+5.10%) Belgium 47.850(+13.70%) Switzerland with 40.503(-3.00%) ahead of Austria with 39.648 (7.90%). The two-wheeler market had been moderately negative in 1.59 million sales (-1.30%) showing a reduced rule of this area in comparison to the global industry. Bajaj Auto was struggling in 2019 as the domestic market had declined.

Europe Two-Wheeler Market Segmentation

Europe Two-Wheeler Industry is segmented on the following basis:

By Vehicle Type

  • Motorcycles
  • Scooters
  • Mopeds
  • Electric Two-Wheelers

By Fuel Type

  • Gasoline
  • Electric
  • Petrol

By Sales Type

  • Individual Sales
  • Institutional Sales

By Region

  • United Kingdom {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • France {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Italy {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Germany {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Spain {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Hungary {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Sweden {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Russia {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Poland {Market Share (%), Market Size (USD Billion), Sales (Million Units)}
  • Rest of Europe {Market Share (%), Market Size (USD Billion), Sales (Million Units)}

We conducted interviews with the Europe Two-Wheeler Market Manufacturers, OEMs, Aftermarket Players, Brands, Component Manufacturers, End-User Industries, Distributors, Traders, Suppliers, Product Managers, Consultants, Decision Makers, VPs, Executives, Sales Managers, Regional Sales Head, C-level Executives, etc.

Key Highlights: Europe Two-Wheeler Outlook, 2019-2035 (2021 Edition)

The report includes Europe Two-Wheeler Manufacturers, OEMs & Distributors Outlook (Market Competition & Global Presence), Business Strategy & Financial Analysis of Major Players. Further, the study also covers the Industry Insights (Future Trends & Forecast Data), Trade Data (Exports and Imports) and Distribution Model Analysis, Competitive Analysis, Opportunity Analysis.

  • Market Data Outlook: Market Size (USD Billion), Market Share (%), CAGR (%), Y-O-Y Growth Rate (%) of Europe Two-Wheeler Industry and further it bifurcated into Countries, 2019-2035
  • Sales Outlook: By Vehicle Type, By Distribution Channel, By End User Industry Type, By Countries (Value & Volume), 2019-2035
  • Data of Manufactured & Registered Vehicle: By Vehicle Type, By Distribution Channel, By End User Industry Type, By Countries (Value & Volume), 2019-2035
  • Manufacturing/Production of Vehicle: By Vehicle Type (OEMs & Contract Manufacturers), Production Data (By Vehicle Type, By Countries), Manufacturing Capacity, Operational Margins, Profit Margin, Distribution Analysis, etc., 2019-2035
  • Europe Two-Wheeler Industry Outlook: Vehicle Expenditure, Transportation & Manufacturing Reforms, Manufacturing Facilities, Govt. & Private Investments, R&D, (Current & Future Outlook), 2019-2035
  • Regulatory Framework & Approvals Outlook: Regulatory Framework for Two-Wheeler, Govt. Initiatives & Programs, Manufacturing Framework & Regulations, Import Framework, Regulations & Policies, etc.
  • Competitive Outlook: Players Financial Analysis, Marketing Strategies, Ranking Index, Product Portfolio, Pricing Analysis, List of Customers, Competitive Advantage, etc. Company Profiles, SWOT Analysis of Each Player, Recent News & Developments of Each Player, Merger & Acquisitions, etc.
  • Two-Wheeler Aftermarket & Components Outlook: Aftermarket Analysis, Components Sales Outlook, Aftermarket Sales Outlook, Engine and Parts Manufacturers, etc, 2019-2035
  • Market Dynamics: Growth Drivers, Challenges, Opportunities, Trends, SWOT Analysis, PESTLE Analysis, Pricing Patterns, Regulations, Investments, Research & Development, 2019-2035
  • Trade Data of Two-Wheeler (Export & Import): By Each Segment, By Countries, (By Value & Volume), 2019-2035
  • Target Analysis: Target & Potential Markets, By Major Countries
  • Risk Analysis: Supply & Demand Analysis, 2019-2035

The study provides an in-depth analysis of current and future trends to elucidate the imminent investment pockets in the market.

  • Current and future trends are outlined to determine the overall attractiveness of the market and single out profitable trends to gain a stronger foothold in the market.
  • Quantitative analysis of the current market and forecast from 2019-2035 is provided to showcase the financial competency of the market.
  • Drivers and opportunities are evaluated to highlight the top factors responsible for market growth. Various segments are carefully evaluated to gauge the potential of the market.
  • Porter’s Five Forces Model and SWOT analysis of the industry illustrate the potency of the buyers & suppliers participating in the market.
  • Competitive Outlook of major players of the market to understand the current business scenario and to understand the complexity and investment-related factors.

Trends, Drivers & Opportunity to Market Growth

The growing concerns over emissions of greenhouse gases along with the implementation of various government initiatives is a key factor for the European electric scooters and motorcycles market growth. The increasing rate of environmental deterioration due to such emissions has become a major government concern across the continent. As a result, various governments have come up with initiatives to lower carbon emissions on a significant scale. This is driving the two-wheeler market in Europe.

Market Trends & Opportunity

  • Growing demand for last-mile delivery options
  • Long-range electric scooters and motorcycles to gain traction
  • Increased demand for high-powered electric motorcycles
  • Increasing sales of electric two-wheelers through online.

For instance, recently, the Italian government introduced legislation to offer subsidies on the purchase of electric scooters; the scheme is valid till 2019. The government has allotted USD 11.34 million (EUR 10.00 million) to back the scheme. Therefore, government initiatives to accelerate the adoption of electric vehicles for reducing carbon emissions are boosting the market.

Europe Two Wheelers Market Segmentation Analysis

By Region, France dominated the European electric scooters and motorcycles market with more than 25.00% volume share. However, Spain is predicted to be the largest market for electric scooters and motorcycles during the forecast period, owing to the increasing popularity of scooter sharing services in the major cities of the country. The major factors driving the growth of the market are the increasing usage of electric scooters for sharing services, growing concerns over emissions of greenhouse gases, rising government initiatives, and formulation of stringent emission laws. The growing concerns over emissions of greenhouse gases along with the implementation of various government initiatives is a key factor for the European electric scooters and motorcycles market growth. The increasing rate of environmental deterioration due to such emissions has become a major government concern across the continent. As a result, various governments have come up with initiatives to lower carbon emissions on a significant scale. On the basis of voltage, the European electric scooters and motorcycles market is categorized into 48 V, 60 V, 72 V, and 100 V and over. Out of these, in 2018, electric scooters and motorcycles with a 60 V battery dominated the market with more than 40.00% volume share. This is mainly attributed to the consumers surging demand for high-speed vehicles with improved aesthetics and durable body. High demand has led to the rise in the high speed vehicles. In European countries, the demand for high-powered electric motorcycles is rising rapidly. In 2018, owing to the higher power levels, electric motorcycles experienced more than 100.00% increase in the sales volume, as compared to the previous year. Various original equipment manufacturers (OEMs) of gasoline-based vehicles have publicized their plans for launching high-powered electric motorcycles during the forecast period. Hence, the growing demand for electric motorcycles with high-power engines is one of the major trends being witnessed in the market. By battery type, the electric scooters and motorcycles market in Europe is classified into lithium and sealed lead acid. In 2018, electric scooters and motorcycles with lion batteries held higher sales volume share in the market. Increasing demand for high power, long range two wheelers and declining cost of the batteries is desired.

Mergers and Acquisitions

100% ownership of France-based Peugeot motorcycles were announced by Mahindra two wheelers Europe. Mahindra two wheelers had acquired 51 percent of equity stake in PTMC from PSA group in 2013.Peugeot was infused with USD 15 million pounds by Mahindra two wheelers a subsidiary of Mahindra and Mahindra limited. Mahindra and Mahindra two Wheeler Europe and PMTC team have worked together on reorganizing and building the performance plan of 2020 which was unveiled in July 2018. The foundation to strengthen company’s operations in core markets that is G7 (Europe) and expansion in selected Asian markets. The acquisition would lead to driving future growth in Core European Market and expanding new geographies which would include the selected Asian countries. Due to the positive momentum the company decided to introduce seven new products between 2019-2021.Kisbee has become the largest selling 50cc vehicle in Europe developing  strong base in Europe and China and owing to a positive response to the new launch of products. The Peugeot brand will continue to be used in the future under a license agreement between PMTC and Peugeot. The team will help to assist with the development of PTMC products.

Kinetic takes a ride with Norton Motorcycles

Kinetic Group signed an agreement with Norton Motorcycles in November 2019. Under this agreement, the Indian company planned to sell the British brand's bikes in India and other international markets like Bangladesh, Bhutan, and Indonesia. As part of the agreement and Joint Venture, Norton motorcycles would be assembled at Kinetics’ Ahmednagar-based manufacturing facility. The bikes are expected to be launched by end of 2018.

Player’s specific data (Product Launch, International and domestic player’s dominance, Sales distribution)

Product Launch

Honda reveals 2019 European motorcycle line-up at the EICMA

The company’s product line is increased by the introduction of two new models and three extensively upgraded models which will bring lightweight into the picture. Honda has introduced its unique “Neo Sports Café” look to the lightweight group. Another new model name on the Honda line is the CBR650R sports middleweight. It features new styling which draws strongly on the CBR1000RR Fire blade for its sharp, aggressive lines and extended side fairings, plus super-short rear section and narrow dual LED headlights. The CBR650R is 6kg lighter than the CBR650F (which it replaces) with a sportier riding position thanks to handlebars repositioned 30mm forward, and foot pegs moved both rearward and higher. The company also revealed CBR1000RR Fire blade, CBR1000RR Fire blade SP, X-ADV, GL1800 Gold Wing and SH300i product update among others at EICMA. Mahindra Two Wheelers Europe is trying to develop a “ Performance 2020 plan” which was started in 2018.It lays the foundations to strengthen the company’s operations to achieve future growth in core markets such as the G7 (Europe), while expanding into new geographies, including select Asian markets. This growth plan is backed by a robust investment plan which includes the launch of seven new products between 2019 and 2021. The brand’s presence in Europe will be fortified, with France remaining a major market. The positive market response to the new launch of the Urban GT connected Pulsion. Peugeot Motorcycles benefits from the expertise of a significant global player in the two wheelers industry. Peugeot will maintain its commitment through the utilization of the Peugeot brand and extend support to design and technological innovations.

International and Domestic Players Dominance in Two Wheelers Market

Aiming for dominant position in electric bicycle segment in Europe: Hero Cycles

The country’s largest bicycles maker Hero Cycles aims to be the dominant player in the European Electric bicycle market which is currently around EUR 7.00 million(over Rs 56,000 crores). The company has acquired stake in a German firm HNF Nicolai and is expected to accrue EUR 100 million per annum. Research after the analysis proves that the market of Europe is very big and growing.HNF will dominate the market and has also established its base in Germany. The company in order to establish its business is making plans and is also looking forward for acquisitions and partnerships to sustain itself. It would like to expand its business in the regions of Europe. Hero Cycles current turnover is 3500 crores. They are looking for much more investment options in Europe for the future expansions in business. The company plans to manufacture electric bicycles in India and then utilize HNF plant in Germany for final assembly of units. Hero Motors has a plan to make e-bicycles assemble them in India and final assembly would be done in Germany itself. The company also predicts that it would gain from the low cost manufacturing. HNF is making high end e- bikes in Germany for the last five to seven years now. The company is also focusing its future in the e-cargo segment also.

BMW remains market leader (16.09%) in 2012 in Germany for all classes, followed by Honda (13.65%), Yamaha (8.44%), Piaggio (8.04%), and Harley-Davidson (7.48%). Within the larger motorcycles segment, BMW’s market share increases even to 23.16%. Harley-Davidson still enjoys cult status with Germans of all ages. It is trendy for lawyers, dentists, bankers and young urban professionals to own a Harley. For a number of years Harley-Davison has increased its market share, despite a negative overall market trend. Italy is the second-largest European market for new motorcycles and mopeds, with almost 258,000 new registrations in 2012, (-22.00% compared to 2011). Italy is the largest European market for motorcycles (over 50cm3 ). 206,000 motorcycles were sold in 2012. There is also a significant market for used motorcycles: in 2012 around 530,000 vehicles changed ownership. Italy is the leading manufacturer of motorized 2-wheel vehicles in Europe. Production in 2011 was 414,000 vehicles, more than half of the European output. The country has the largest number of motorcycles on the road in Europe: 8.6 million vehicles in 2011 (2.17million under 50cm3 and 6.44 million over 50cm3 ).

Best Selling Two-Wheeler Revenue and Market Share %
Player Name 2012 % 2011 %
Piaggio 3594 14.20 4517 16.70
Honda 3289 13.00 3099 11.50
BMW 2161 8.50 2010 7.40
Yamaha 2095 8.30 2719 10.10
SYM 1681 6.70 1848 6.80
Harley Davidson 1249 4.90 1278 4.70
Kawasaki 1211 4.80 1249 4.60
KYMCO 1058 4.20 1262 4.70
KTM 1004 4.00 771 2.90
NECO 961 3.80 860 3.20
Suzuki 880 3.50 1007 3.70
Triumph 772 3.10 783 2.90
Ducati 601 2.40 683 2.50
Skyteam 418 1.70 410 1.50


Brand Name Market Share % in Europe 2018
BMW 16.09
Aprilia 2.34
Sonstige Hers teller 11.60
Yamaha 8.44
Triumph 4.14
Suzuki 6.58
Piaggio 8.04
Peugeot 1.30
Kymco 2.27
KTM 6.06
Kawasaki 7.18
Honda 13.65
Harley Davidson 7.48
Ducati 3.63
Daelim 1.20


Sales Distribution Data

Ducati Motor Holding will probably end the 2019 with the new all-time sales record taking marginal benefit from the growth of the domestic European market, while improving in South America after years of difficulties and in China. Indeed, in the first nine months of the year global sales were 46.010, up a little 1.20%. Sales for the Top 10 countries confirm the France to be the leader at 273.393, up an outstanding +16.80%.In second place Italy with 240.123 sales (+5.50%) followed by Germany with 183.701 (+5.80%), Spain with 174.207 (+10.80%), Turkey with 134.528 (-7.50%), Great Britain with 96.414 (+2.10%), the Netherlands with 68.502 (+5.10%) and Belgium with 47.850 (+13.70%).Behind, Switzerland with 40.503 sales(-3.00%) ahead of Austria with 39.648 units (+7.90%).The European two wheeler market is booming with sales as of year 2019.The market is progressing slowly by keeping a positive outlook. The Q1 performance was impressive with sales accelerated by 21.60% and 372.175 units, while during the Q2 sales’ speed were down. By taking a closer look, we noticed that April ended up with +6.90%, May with +1.10% and June, even worse, with +0.7%, leading to first half registrations at 947.597 (+9.60%).In October sales have been 120.408, up a little 3.6% with 2019 figures at 1.520.000 units (+7.30%). Looking at single segments, the motorbike’s YTD sales have been 568.126 (+7.40%), the scooter/tricycles over 50 cc have been 358.748 (+6.0%) and the 50 cc scooters 225.936 (+11.90%).Research after the analysis shows that the Electric segment is booming in Europe. The second market was Italy, with 247.940 sales (+4.30%) followed by Germany with 184.501 (+4.00 %) Spain with 182.800 (+12.30%) and Turkey with 159.337 (+1.00%).In sixth place the Great Britain with 105.816 (+0.30%) ahead of the Netherlands with 72.883, down 27.0%, the worse performance for the Top 20 markets, Belgium with 46.979 (+12.30%), Switzerland with 44.085 (-7.30%) and in 10th place Austria with 38.142 units (-6.40%). In the 2018 the continental two-wheeler market had been moderately negative with 1.59 million sales (-1.30%).

  1. Multiple channels and formats will coexist to satisfy different market segments. Channels are distinct paths between a manufacturer and a customer through similar economic entities (in new car sales, for example, traditional dealers vs. factory-direct Internet sales or a multi-brand discount outlet). Formats are distinct combinations of points of sale, service offerings and business processes within a general channel definition (for example, the Lexus format versus the Chevrolet format). We expect much more variation in channels and formats in a physical sense and more distinct positioning in terms of the purchase and ownership experience they provide, further shifting the basis of competition from product to services and brand attributes.
  2. The six separate businesses under the roof of the traditional dealership will be unbundled. The integrated model -- new-two-wheeler sales, used-vehicle sales, finance and insurance, service, parts, fleets -- was established early on when automobile retailing was still a new industry. In today's world, it makes little sense. Different operational structures will be required to serve a variety of customer needs and economics.
  3. The cost of distributing and marketing automobiles will be cut significantly. New formats and channels will discipline the current system to drive out non-value-adding cost. Dealer consolidations may unlock substantial economies of scale in back-office functions and purchasing leverage. Much larger savings are possible, however, by driving out inventory; reducing investment in brick-and-mortar and real estate investments, and optimizing the delivery of services.

Export Data Outlook

Overall, the value of motorcycle exports rose by an average 29.4% for all exporting countries since 2014 when motorcycle shipments were valued at $21.8 billion. The exported motorcycles appreciated 13.30% from 2017 to 2018. Among continents, Asian countries sold the highest dollar worth of exported motorcycles during 2018 with shipments valued at USD 16.80 billion or 59.50% of the global total. In second place were European exporters at 34.2% while 5.10% of worldwide motorcycle shipments originated from North America. Small percentages came from Latin America (0.60%) excluding Mexico but including the Caribbean, Africa (0.11%) and Oceania (0.09%) mostly Australia and New Zealand. Among the top exporters, the fastest-growing motorcycles exporters since 2014 were: Hungary (up 1,633%), Indonesia (up 669.9%), Netherlands (up 168.70%) and Austria (up 56.50%). There are no domestic manufacturers of motorcycles in Sweden, as the formerly Swedish off-road Husaberg motorcycles are today made by KTM is Austria. In 2012, Sweden imported USD 110 million worth of motorcycles and parts from different parts of the world. The largest import shares were held by Germany, Japan and United States. Japanese brands, such as Yamaha, Honda, Kawasaki and Suzuki, are market leaders and together account for almost 60.00% of the market. Harley-Davidson is the largest U.S. brand, with 13.00% of the market. In the last 10 years more H-D motorcycles have been sold per capita in Sweden than in any other country in the world. Other MCs from the U.S. include Boss Hoss, Victory/Polaris, Saxon, and the electric motorcycle Zero, together accounting for 7.00% of the market. There is also a significant private import of race motorcycles from the United States, mainly motocross and endure bikes.

Latest News in Two Wheeler Market

Peugeot, the 121 year old French motorcycle brand has entered the e-bike market with all its electric scooters. Mahindra & Mahindra, the current owner of the Peugeot brand has already entered to export its first batch of scooters in Europe. Mahindra has now selling its bikes locally in the European markets through its subsidiary Peugeot. The e –scooter is manufactured in Madhya Pradesh in India. Mahindra could be introducing E –Ludix or any Genze product s in India. The investment is set to drive growth for Peugeot Motorcycles in the European markets and also looking to expand its business in new geographies including the Asian Markets too.

Competitive Landscape of Europe Two-Wheeler Market

The European Market leader is Honda Motor with estimated sales of 213.308(+8.20%) with 14.10% of the market share. This happens to be Honda's lowest market share in any region across the globe proving that despite being the leader in the sector. The penetration of Japanese products in the market is the force that will become a matter of competition for the other brands. The second selling brand is Yamaha with 154.815 units (+1.9%) while the third is Piaggio with 144.913 units (+2.90%). A fourth of the lot is BMW with 96.944(+13.40%) followed by Kawasaki with 63.452 (+10.10%), Kymco with 62.585(+1.60%), SYM with 59.964 (+12.50%), KTM with 56.588(+7.00%) and Peugeot with 42.639(+7.40%). Triumph is up only 2.50% while Ducati is +0.30% and Harley Davidson is losing 7.50%.

  • Yamaha
  • Piaggio
  • BMW
  • Kawasaki
  • Kymco
  • SYM
  • KTM
  • Peugeot
  • Triumph
  • Ducati
  • Harley Davidson
  • Alta Motors
  • Askoll EVA Spa
  • Emco Electro roller Gmbh
  • Gogoros Inc.
  • Kwang Yang Motor Co. Limited
  • Lightning Motors Corp
  • Niu Technologies
  • Piaggio & C SPA
  • Scutum Logistics SL
  • Unu Gmbh
  • Zero Motorcycles Inc.

COVID-19 impact on "Europe Two-Wheeler Market"

The report analyses and includes a complete detailed chapter of 50-70 pages about the short-term & long terms impact of COVID-19 outbreak on each segment of "Europe Two-Wheeler Market" along with government measures to support the sector. It also showcases the current market landscape during COVID, the impact of the virus on leading companies, the expected demand schedule and supply chain in the industry, and other various major factors. This will help you identify those companies that may benefit from this pandemic as well as those that will lose out.

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Key questions answered in this research report

  • What is the total market size by 2035 and what would be the expected growth rate of sales?
  • What are the total sales in 2018-19 and what would be the expected demand over the forecast period?
  • What are the recent developments and business strategy of companies?
  • What are the market opportunities for the existing and entry level players?
  • What are the key market trends?
  • What are the factors which are driving this market?
  • What are the major barriers to market growth?
  • Who are the key vendors in this market space?

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  • Europe Two-Wheeler Market Facilitate decision-making based on strong historic and forecast data for
  • Develop strategies based on the latest regulatory framework
  • Position yourself to gain the maximum advantage of the Europe Two-Wheeler Market’s growth potential
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  • Respond to your competitor’s business structure, strategy and prospects’s growth potential

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Europe Two-Wheeler Market Analysis Report | 2021 Edition | 2019-2035 | Industry Insights

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