Zhang Xue: Chinese motorcycle makers must focus on long-term brand equity
Speaking at EICMA in Milan, founder Zhang Xue stated that Chinese manufacturers rely on cost efficiency but need time to build the brand recognition required to challenge global legacy firms.
Chinese motorcycle manufacturers currently maintain a competitive edge through production efficiency and lower manufacturing costs, yet they face a significant hurdle in matching the established brand prestige of European competitors. Zhang Xue, founder of Zhang Xue Motorcycles, addressed this disparity at the 83rd EICMA motorcycle show in Milan, noting that industry maturation is a gradual process.
Zhang emphasized that while cost leadership has allowed Chinese firms to enter the global market effectively, sustaining long-term growth requires building trust and historical brand recognition. He suggested that domestic firms must exercise patience as they navigate the difficult path of competing against legacy manufacturers.
Zhang founded his Chongqing-based motorcycle company in 2024, following a career as a stunt rider and product designer for firms like Huanghe Motorcycles. The brand gained international notice in March 2026, when it secured a middleweight class victory at the WSBK race in Portugal, marking a milestone for Chinese-manufactured motorcycles in top-tier competition.
As the industry evolves, the transition from low-cost manufacturer to established global brand remains the core strategic challenge for companies like Zhang Xue Motorcycles. The company continues to focus on balancing its inherent production strengths with an increasing emphasis on competitive performance and brand legitimacy.