The Sluggish Big Bike Market

According to our reporter’s investigation, sales of European motorcycle brands such as Ducati, KTM, BMW, and Triumph decreased by 30-50% in 2024 compared to the previous year. The motorcycle market share has shifted towards Japanese brands such as Yamaha and Kawasaki, as well as smaller, more affordable models.

 

According to motorcycle enthusiasts, European-origin motorcycles are typically priced 20-40% higher than their Japanese competitors in the same segment. On top of that, maintenance, repair, and replacement part costs can be expensive since many models require imported parts, and local alternatives are not yet available. With careful consideration of spending, many opt for more practical vehicles over large-displacement motorcycles, which are often purchased for the experience or to showcase one’s style. Additionally, Decree 168/2024, which came into effect on January 1, 2025, introduced stringent regulations regarding vehicle modifications, making enthusiasts cautious. The fact that authorized service centers, spare parts, and maintenance facilities for these brands are mostly located in major cities also poses a challenge for customers in smaller provinces.

Motorcycle dealers have observed a shift in consumer preferences towards middle-class motorcycles (300-500 cc) that are easy to maneuver, reasonably priced, and well-suited for urban commuting. This change in consumption trends has made it challenging for some European motorcycle brands to thrive in the Vietnamese market.

Recently, the distributors of two European motorcycle brands, KTM and Husqvarna, announced the closure of all their showrooms in Vietnam, effective May 1. Prior to this, at the end of 2024, KTM Vietnam offered unprecedented discounts, with prices slashed by up to hundreds of millions of VND on models like the Duke 390, Adventure 790, Adventure 790 R, and Adventure 890 R. For instance, the Duke 390, initially priced at 199 million VND, was reduced by 80 million VND to 119 million VND. This price is significantly lower than that of the domestically assembled SH 350i, which costs around 150 million VND.

Similarly, the Ducati dealership in Hanoi, Vietnam, closed its showroom on April 1, 2025, while continuing to operate its maintenance and repair center to honor customer warranties. According to our sources, the showroom failed to meet expected sales targets and financial performance.

Mr. Nguyen Huynh, a large-displacement motorcycle dealer in Ho Chi Minh City, attributed the closure of some showrooms to the parent companies’ financial difficulties, leading to policies that no longer align with the Vietnamese market. With business performance in Vietnam declining and weak purchasing power, these closures were inevitable.

According to Ms. Ngo Thi Hong Que, Director of Giap Thinh Trading Co., Ltd., the slow sales of large-displacement motorcycles are not unique to the present but have been ongoing for several years. As a result, the company has shifted its focus to distributing smaller-displacement motorcycles and unique, exotic models that appeal to a niche market.