Italy Two Wheelers Market Overview, 2030

The Italian two-wheeler market presents a dynamic and evolving landscape, characterized by a blend of traditional passion for motorcycling and a rapidly accelerating shift towards sustainable electric mobility. Italy, with its rich motorcycle culture and congested urban centers, continues to be a key market in Europe, demonstrating robust growth in certain segments while facing challenges in others. Robust government incentives, subsidies, and tax benefits for electric two-wheelers are significantly boosting their adoption. These initiatives align with broader EU policies aimed at reducing greenhouse gas emissions. He steady increase in fuel costs across Italy makes electric two-wheelers a more attractive and cost-effective alternative for daily commuting. A growing trend, particularly among the younger population, involves embracing motorcycling not just for commuting but also for leisure, adventure, and social interaction. This fuels demand for mid to high-displacement motorcycles. The Italian landscape and a renewed interest in outdoor activities are boosting the demand for adventure and touring motorcycles. The Italian two-wheeler market is highly competitive, featuring a mix of established global players and innovative domestic brands. Traditional powerhouses like Piaggio Vespa, Aprilia, Moto Guzzi, Honda, and Yamaha continue to hold significant market share across both scooter and motorcycle segments. Italian manufacturers like Ducati and MV Agusta dominate the high-performance and luxury motorcycle categories. The market will likely see increased diversification in electric models, catering to various segments from urban commuting to recreational riding. ICE two-wheelers will remain relevant, especially in higher displacement categories and for enthusiasts, but their market share is expected to gradually decline as electric alternatives become more compelling and widespread.

According to the research report ""Italy Two Wheeler Market Overview, 2030,"" published by Bonafide Research, the Italy Two Wheeler market was valued at more than USD 2.66 Billion in 2025. The Italian two-wheeler market is a dynamic arena where historical legacy meets future innovation. It's characterized by fierce competition among established global giants, iconic domestic brands, and a growing contingent of specialized electric vehicle manufacturers. Traditionally, Piaggio Group with Vespa and Piaggio scooters has held a significant share, particularly in the scooter segment. Honda and Yamaha are also perennial top performers across both scooters and motorcycles. While specific Italian market share for electric motorcycles can be smaller, Energica leads in the high-performance segment, while Askoll and other brands compete in the electric scooter and moped categories. The segment is highly fragmented and rapidly evolving with new entrants. Many traditional manufacturers are diversifying their portfolios, not only refining their ICE models to meet stricter emission standards Euro 5 Plus but also heavily investing in electric alternatives. Integration of TFT displays, advanced rider assistance systems, connectivity features smartphone integration, GPS, and ride modes are becoming standard, enhancing safety and riding experience. Brands like Ducati and MV Agusta continue to innovate in performance and luxury segments, while others like BMW and KTM expand their adventure and touring offerings. Bajaj's recent financial intervention and increasing ownership in KTM highlight the growing influence of Indian manufacturers and their strategic partnerships in the global two-wheeler landscape. This partnership has been crucial for KTM's smaller displacement models and will likely shape its future direction. Brands like Ducati focus on creating immersive brand experiences, community building like Desmo Owners Clubs, and events like track days, adventure tours to foster emotional connections with riders.

The motorcycle segment in Italy is a vital part of the market, driven by both recreational riding and practical urban commuting. Italy has a rich motorcycle culture, and this fuels a strong interest in a diverse range of models, including adventure, naked, cruiser, touring, and sport bikes. Major international players like Honda, Yamaha, BMW, KTM, along with Italian stalwarts such as Piaggio though experiencing some declines in global performance and Benelli, are prominent in the market. The scooter segment is a cornerstone of Italian urban mobility, offering practical and efficient transportation solutions for navigating congested city streets. While scooters historically held a larger share of the overall two-wheeler market, their proportion has seen a slight decrease in recent years, as consumers increasingly seek the riding enjoyment and adventurous experiences offered by motorcycles, particularly adventure and naked bikes. The electric two-wheeler market in Italy is still emerging but shows significant growth potential, driven by environmental concerns, rising fuel costs, and supportive government policies. While facing challenges like longer charging times compared to refueling ICE vehicles, the market is benefiting from the expansion of fast-charging stations and a focus on domestic electric two-wheeler manufacturing. The market includes both electric scooters and motorcycles. The moped segment in Italy traditionally refers to low-powered two-wheelers, often popular among younger riders. While separate explicit data for mopeds can sometimes be merged with scooters or lower-capacity motorcycles in broader market reports, their role in basic mobility is notable. With the rise of electric two-wheelers, a significant portion of the moped functionality is now being fulfilled by electric mopeds and low-speed electric scooters. Explore increasing local component sourcing and manufacturing within Italy to leverage government incentives, strengthen supply chains, and appeal to consumer preference for ""Made in Italy.""

The motorcycle segment in Italy has historically been robust, driven by a strong passion for motorcycling. The most significant domestic success story in 2024 was Benelli, with its TRK 702/702X becoming Italy's number one selling motorcycle, marking the highest sales for a single model in over 15 years and surpassing its highly successful predecessor, the TRK 502/502X. Moto Morini, undergoing a revival under Chinese ownership, also made a strong impression with its X-Cape 650, which secured a spot in the 2024 top 10 best sellers. The scooter market in Italy is fundamental to urban mobility. While the overall two-wheeler market saw declines. Scooters are the quintessential urban commuters in Italy, prized for their maneuverability in congested city streets, ease of parking, and relatively low operating costs. The <150 CC segment is dominated by scooters and light motorcycles, primarily serving urban commuting and as entry-level vehicles for new riders due to their affordability and ease of maneuverability. This category holds a significant market share, driven by daily utility and accessibility. Moving up, the 151 - 400 CC range offers a popular balance of performance and practicality, attracting intermediate riders seeking more power for city commutes and weekend trips. This segment sees a mix of both motorcycles and larger scooters. The 401 - 800 CC categories caters to performance-oriented riders, focusing on mid-range naked, adventure, and sport-touring motorcycles. Brands like Benelli and Moto Morini have seen considerable success here, with models like the TRK 702 being Italy's top-selling motorcycle. The >801 CC segment represents the premium and high-performance niche, favored by enthusiasts. This category is dominated by leading luxury and sport bike brands such as Ducati (Panigale, Multistrada), MV Agusta (Brutale), and BMW Motorrad R 1300 GS/R 1250 GS, offering cutting-edge technology and superior riding experiences.

Internal Combustion Engine vehicles still command the majority market share, benefiting from historical dominance, established infrastructure, and familiar technology. However, this segment is increasingly impacted by stringent emission regulations. Major manufacturers like Piaggio, Honda, Yamaha, and BMW Motorrad continue to offer a wide range of ICE motorcycles and scooters, continuously refining their engines for performance and compliance. The future outlook for ICE two-wheelers in Italy, while facing pressure from EV adoption, will likely see a focus on higher efficiency, potentially incorporating hybrid technologies, and catering to specific market niches where the benefits of ICE like long-range touring, instant refueling remain critical. Conversely, the Electric two-wheeler segment is experiencing rapid and substantial growth, poised for significant future potential. This surge is driven by strong government incentives, such as purchase subsidies and tax benefits, coupled with increasing environmental awareness among consumers and growing urban mobility initiatives aimed at reducing pollution and congestion. Technological advancements are key to this growth, with continuous improvements in Lithium-ion battery energy density, faster charging capabilities like Vmoto's superfast charging prototype, and more efficient electric motors. Development of charging infrastructure is also progressing, with Italy allocating substantial funds for ultra-fast charging stations and witnessing growth in battery swapping networks.

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Two Wheelers Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type
• Motorcycle
• Scooters
• Electric Two-Wheeler
• Mopeds

By Engine Capacity
• <150 CC
• 151 -400 CC
• 401- 800CC
• > 801 CC

By Price
• ICE
• Electric Show more