Do you care where your motorcycle is built, regardless of how it performs or what the spec sheet says? Judging from some of the comments we get on some of our stories, a lot of riders still do. There’s this idea that a “real” motorcycle has to come from Japan, Italy, the US, or Europe, and that anything made in China is automatically second-rate. But if you look beyond your own backyard, you’ll see a very different story unfolding.
In Europe, and particularly in France, riders don’t seem to care nearly as much about a bike’s birthplace. Whether it rolls out of a factory in Japan, Austria, or China, what matters most is how it rides, what it offers for the money, and how it makes you feel. And right now, one Chinese manufacturer is quietly rewriting the rulebook.
That brand is CFMoto.
According to a recent report by French motorcycling publication Moto-Station, CFMoto is now outselling several major manufacturers in France. Yes, France. The country that gave us fine wine, haute couture, and a reputation for artistic precision. If there’s a market that appreciates craftsmanship and design, it’s the French. So the fact that they’re embracing a Chinese motorcycle brand is a story worth paying attention to.
From January to September 2025, CFMoto registered 4,741 new motorcycles in France, giving it a 3.38 percent market share. That figure puts it ahead of Ducati with 3,175 units (2.26 percent), KTM with 2,977 (2.12 percent), and even Suzuki with 3,936 (2.81 percent). Let that sink in. CFMoto, a Chinese company, sold more motorcycles in France than three of the most established names in the business.
To put it in perspective, the French motorcycle market is still dominated by the big five: Honda leads with 31,677 units (22.58 percent), followed by Yamaha at 22,485 (16.02 percent), BMW at 14,591 (10.4 percent), Kawasaki with 11,101 (7.91 percent), and Triumph at 8,583 (6.12 percent). But sitting right below them, ahead of Ducati and Suzuki, is CFMoto.
Other Chinese brands are also catching up. Voge recorded 3,038 sales (2.17 percent), QJ Motor hit 1,212 (0.86 percent), and Benelli, also under the QJ umbrella, delivered 877 (0.63 percent). Among these new-generation Chinese manufacturers, CFMoto is clearly leading the charge.
If you rewind a decade to EICMA, the Chinese booths were tucked away in a side hall. Most of the products on display were small, underpowered, or clearly budget-oriented. Many were parts suppliers selling components to European brands. Nobody back then thought those same companies would one day challenge the industry’s biggest players. Fast forward to today and CFMoto’s presence at EICMA is impossible to miss. Its booths are massive, its models are modern, and its brand identity is solid. The company had already built a strong foundation in Europe through its ATV and UTV business, which gave it established dealerships and service infrastructure. Then came the partnership with KTM, a turning point that changed everything.
Thanks largely to KTM, CFMoto gained access to proven engineering expertise and began manufacturing certain KTM engines under license. That partnership gave riders the confidence to give the brand a try. The company’s first large-capacity model, the 800MT, proved that Chinese bikes could compete head-on with their Western counterparts. Then came the 800NK, a naked streetfighter built around the same platform, and a new 450 series powered by CFMoto’s first fully in-house engine.
The brand even recently unveiled a 675 triple-cylinder lineup consisting of the 675SR-R and 675NK, hinting at big ambitions for the future. The growth has been steady and consistent, with double-digit increases in key European markets while many other brands are barely holding their ground.
France is one of the most interesting markets to watch because its riders are known for being discerning, sometimes even demanding. They care deeply about design and often favor brands with heritage and prestige. As such, CFMoto’s success comes down to more than just price. While the bikes do tend to be more affordable than their Japanese or European rivals, French riders are buying into the combination of design, quality, and technology. The fit and finish have improved dramatically, the styling has real character, and the spec sheets are competitive with bikes that cost thousands more.
In a country that values both form and function, that balance clearly resonates. If the French can get over the stigma of buying a Chinese motorcycle, maybe it’s time other markets, like the US, reconsider their stance too.
I’ve ridden several CFMoto models over the years, and I even owned a 650NK as my daily ride for about two years. It wasn’t perfect, but it never let me down either. It started every morning, handled city traffic like a champ, and could manage a spirited weekend ride without breaking a sweat. The build quality was solid, the design looked good, and the performance was more than enough for what I paid. That’s what made me pay attention to CFMoto in the first place.
When you can get that kind of dependability and performance for a fraction of the cost of a European or Japanese equivalent, you start to wonder if brand perception might be the last thing holding people back.
But beyond France, CFMoto’s footprint is growing fast across Asia, Europe, the UK, and Australia. The brand’s adventure bikes, touring models, and naked streetfighters are gaining traction among riders who want high-spec machines without the premium price tag. In the US, CFMoto’s growing too, though, skepticism remains. Walk into a dealership and you’ll probably still hear someone say, “Yeah, but it’s Chinese.” The funny thing is, the same people likely use smartphones, laptops, and riding gear made in China without a second thought.
And so, maybe the real question isn’t where something is built, but how well it’s actually built. CFMoto is proving that Chinese manufacturing isn’t just about cost efficiency anymore. It’s about capability, precision, and engineering maturity.
Is this growth sustainable? Only time will tell. CFMoto continues to expand its product range and dealer networks, and it’s investing heavily in R&D. The only real concern is pricing. As Chinese motorcycles continue to improve, they’ll eventually lose their cost advantage. But by then, the perception gap might already have closed.
Meanwhile, the big European and Japanese brands are shifting strategies. Ducati is going further upmarket, focusing on ultra-premium models that start well over $15,000 USD. KTM has had its share of financial turbulence, and Suzuki seems unsure where it wants to position itself in the European market. These changes are leaving a gap in the middle, and CFMoto is stepping right into it.
I know that some people will call me a CFMoto shill. I’m not. CFMoto doesn’t pay me (I honestly wish they did), and never has, though if they ever want to send me a bike, I won’t say no. I’m not here to wave any flag. I’m just a dude who wants the most bike for the buck, and right now, CFMoto is delivering exactly that.
If a bike rides well, looks good, and doesn’t cost an arm and a leg to maintain, does it really matter where it’s made? The French don’t seem to think so. And maybe it’s time the rest of us stopped pretending it does.
Source: Moto-Station
