Since 2023, with the contraction of domestic and international demand, the growth rate of motorcycle production and sales has slowed down. According to data from the China Motorcycle Association, in July, the production and sales of motorcycles in China were 1.6816 million and 1.6369 million, respectively, with a month on month increase of 1.14% and 0.47%, and a year-on-year decrease of 21.57% and 20.67%. From January to July, the production and sales of motorcycles were 11.6373 million and 11.2852 million respectively, a year-on-year decrease of 8.56% and 11.95%.

Faced with unexpected sales, the motorcycle industry has launched a wave of price cuts since July. Multiple brands such as Honda, BMW, Haojue, Chunfeng, Triumph, and Qianjiang have announced price reductions, generally reaching tens of thousands of yuan. Especially the price cuts by Honda and BMW have become "iconic events" and may affect the pattern of the high-end motorcycle market. A salesperson from a motorcycle store said, "The current demand for motorcycles in the end market is insufficient, and the supply of main manufacturers is increasing. As soon as imported brands lower their prices, domestic brands are also starting to lower their prices



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Jiang Han, a senior researcher at Pangu Think Tank, believes that the current wave of price cuts in the motorcycle industry is mainly influenced by the following factors. Firstly, the increasing downward pressure on the global economy and increasingly fierce competition in the motorcycle market have led major brands to adopt price reduction strategies in order to compete for market share. Secondly, due to environmental requirements and strengthened urban traffic regulations, motorcycle driving is restricted in some cities, leading to a decline in motorcycle market sales. To stimulate consumer purchases, brands have had to lower prices. In addition, with the popularization of electric motorcycles, the traditional motorcycle market has been impacted to some extent. In order to compete with electric motorcycles, traditional motorcycle brands have adopted a price reduction strategy.



Industry insiders believe that there is a difference in the current price reduction trend between motorcycles and automobiles in the market. The price reduction in the motorcycle market is due to the development of industry chain technology and changes in consumer demand. It is a spontaneous market concession by high-end motorcycle market giants to increase market share, with a certain degree of contingency.