On the opening day of the Expo, attendance surged to 50,000 visitors, and the forum themed "Breaking Through and Innovating" set the agenda for the industry's new cycle. On September 19, the 24th China International Motorcycle Expo commenced at the Chongqing International Expo Center, drawing over 50,000 visitors on its inaugural day. Concurrently, the 2026 China Motorcycle Chongqing Forum was convened, centered on the theme of "Breaking Through and Forging Ahead."
During the forum, representatives from government regulatory bodies, industry associations, and manufacturers of complete vehicles and components engaged in in-depth discussions on industrial upgrading. The prevailing consensus was that the traditional approach of relying on low prices and high volumes to penetrate the market was becoming increasingly untenable, with industrial competition now shifting towards a comprehensive contest involving technology, branding, supply chain management, service quality, and global organizational capabilities. Wang Han, Deputy Director of the Chongqing Municipal Commission of Economy and Information Technology, presented on-site data indicating that from January to August, the city's motorcycle production reached 7.776 million units, marking a 50.5% increase, with one out of every three motorcycles nationwide being produced in Chongqing; large-displacement recreational motorcycles accounted for 275,000 units, up 54.5%, representing 37.2% of the national total. At the Motorcycle Expo forum, industry experts highlighted that China's annual motorcycle exports had reached between 13 million and 14 million units, emphasizing that the key to success in the next phase lay in "deepening" market penetration.
They stressed that products could not be merely replicated; instead, channels and supply chains needed to be fortified, while after-sales service and spare parts availability were crucial for establishing a brand's foothold. Brands should transition from focusing solely on quality-price ratios to achieving premium positioning. Specific strategies included targeting Southeast Asia as a high-potential growth market, given Indonesia and Vietnam's proactive electrification policies; capitalizing on the rapid growth of the high-end market in North America, where E-bike penetration had reached 40%; establishing a strong brand presence in Europe, a branding stronghold, through deep localization; and ensuring robust after-sales service in the Latin American market to sustain brand viability. China's motorcycle industry is no longer content with merely selling vehicles; it aims to enhance its brand, service, organizational, and financial system capabilities on the global stage.