Italy’s Motorcycle Market Gears Up for a Dynamic 2025
Economic Outlook for 2025
Italy’s GDP is projected to grow by 0.8% in 2025, a slight improvement from the 0.5% growth recorded in 2024. Last year’s growth was largely driven by net foreign demand (+0.7 percentage points), while domestic demand weighed negatively on overall performance (-0.2 p.p.).
In 2025, however, the economic rebound is expected to be led by domestic demand (+0.8 p.p.), supported by rising real wages and a stronger labor market. Private consumption is forecast to rise by 1.1%, up from 0.6% in 2024, reflecting growing consumer confidence.
The decline in inflation—driven by lower energy prices—has helped slow the growth of household spending deflators (+1.1% in 2024 vs. +5.1% in 2023). This trend is expected to shift in 2025, with deflators rising to 2.0%, in line with improved income stability.
Regulatory Impact: Euro 5+ and Noise Emissions
The Euro 5+ emission standard, which officially came into effect in January 2025, has introduced new requirements without tightening pollutant thresholds. However, it now mandates more stringent proof of the durability of exhaust aftertreatment systems, delayed since the initial Euro 5 rollout in 2020.
In parallel, new noise emission regulations (UNECE R41.05) have been enacted. While decibel limits remain unchanged from R41.04, manufacturers must now meet these thresholds under broader and more demanding operating conditions.
Market Dynamics and Trends
The Italian two-wheeler market has experienced strong growth over recent years, including a 15.9% surge in 2023, reaching a 15-year high. In the final quarter of 2024, particularly in December, the market spiked dramatically as dealers rushed to register Euro 5 models before the Euro 5+ regulation took effect.
This last-minute surge led to December sales soaring to 29,333 units (+198%), with total 2024 sales reaching 373,360 units (+10%). However, it’s estimated that between 20,000 to 30,000 units were self-registered by OEMs and dealers, creating a significant overstock entering 2025.
The result? A slowdown in new registrations as dealerships focused on offloading excess inventory with discounted pricing. As of March 2025, the overall market is down 13.3%, with both scooters (-4.8%) and motorcycles (-22.4%) seeing declines. Even electric two-wheelers were not spared, dropping 30.5%.
Top Performing Brands in Q1 2025
Despite market headwinds, Honda maintained a positive trajectory, posting a 1.8% sales increase and leading the market. Piaggio and Yamaha followed but experienced significant drops of -20.9% and -20.3%, respectively.
Other key players include:
Among the fastest-growing brands:
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QJ Motor: +134%
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CFMoto: +77.5%
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Yadea: +85%
Source: motorcyclesdata.com
