Italy is home to some of the most popular motorcycle companies in the world, each with its own unique history and reputation for excellence. The Italian motorcycle industry is significant not only in terms of production volume but also in terms of the diversity of models, ranging from economical scooters to high-performance sports bikes.
As one of Europe’s largest motorcycle producers, Italy manufactured over 280,000 motorcycles in 2021. By 2023, total motorcycle registrations in Italy had risen to 320,186 units, an 18% increase from the previous year. [1]
Over the past four years, the Italian two-wheeler market has experienced steady growth. This period has seen established companies like Ducati and Piaggio, along with revitalized brands such as Benelli and Moto Morini, expand their operations in Europe. Below, I highlight the top Italian motorcycle brands celebrated for their blend of style, performance, and heritage.
Did you know?In 2022, Italy led Europe in motorcycle sales with 291,661 units sold. Over 6.7 million motorcycles were in circulation within the country. Sales of smaller motorcycles (under 50cc) reached 21,245 units, while electric motorbikes and scooters saw nearly 16,000 units sold. In 2023, sales of small motorcycles grew by 24%, and sales of electric scooters surged by nearly 60%. [2]
Table of Contents
10. Fantic Motor
Annual Revenue: $175.5 million (2021)
Popular Models: Caballero Series and Enduro Bikes
Established in 1968, Fantic Motor quickly gained recognition for its high-quality motorcycles, particularly in the off-road and enduro segments. Its Caballero model, a small displacement off-road motorcycle, became a favorite among young riders.
The company gradually expanded its product range to include trial bikes, which won several championships, further solidifying the brand’s status. In the late 2000s, it began blending classic designs with modern technology, appealing to both nostalgic enthusiasts and new riders.
Fantic reintroduced the Caballero series, now equipped with powerful engines and advanced suspension systems. It also ventured into the electric bicycle market with the Issimo Urban and Issimo Fun models.
In 2021, Fantic generated a staggering $175.5 million in revenue, compared to $45.2 million in 2020, marking its seventh consecutive year of growth. Today, it has more than 1,000 dealers and 30 importers worldwide. [3]
9. Energica
Energica Eva Ribelle
Ownership: Ideanomics (72.42%) Cevolini family (17.62%)
Popular Models: Energica Ego, EsseEsse9, Experia
Energica manufactures high-performance electric motorcycles. It was founded by CRP Group, a company with vast experience in high-precision machining and 3D printing.
Energica introduced its first all-electric superbike, the Energica Ego, in 2015. It features a 107 kW motor, 200 kilometers range, 240 km/h top speed, and advanced electronics such as including multiple riding modes and regenerative braking.
In 2018, the company launched the EsseEsse9, an electric retro-style roadster, expanding its product lineup by blending classic design with a modern electric powertrain and comfortable ergonomics.
Their current most popular model is the Energica Experia, which features a 22.5 kWh battery pack and a 400 km city range. Launched in 2022, the Experia was an instant hit, accounting for 55% of the company’s 2022 pre-sale orders. [4]
Over the past five years, Energica’s growth has been phenomenal. Sales grew by 67% in 2022 compared to the previous year. The dealer network in the USA expanded from 11 to 25 sales points, while the Japanese and Australian markets reached a total of 107 sales points. [5]
8. Moto Guzzi
V7 Stone Corsa
Parent: Piaggio Group
Annual Revenue: $93.95 million (2024)
Popular Models: V85 TT, V9 series
Moto Guzzi is one of the oldest motorcycle manufacturers in Italy, and it is known for its distinctive transverse V-twin engines and timeless designs.
The company gained recognition with its first model, the Normale. During the 1930s and 1940s, it dominated European racing circuits, winning numerous championships and setting speed records. In the 1950s, its Falcone series became a symbol of Italian engineering, featuring the distinctive horizontal single-cylinder engine. The 1960s saw the introduction of the V7 series, which ushered in a new era with its iconic transverse V-twin engine.
In the 21st century, under the new ownership of Piaggio Group, Moto Guzzi revitalized its product lineup with modern classics like the V85 TT, V7 III, Stelvio, and V9 series.
The company is currently focusing on increasing its market presence in North America and Asia through strategic partnerships and dealership networks. In 2024, they renewed the ‘Moto Guzzi California’ trademark in the USA.
According to Statista, Moto Guzzi’s annual revenue is approximately $93.95 million, with the average price of their bikes being $14,830. [6]
7. Vespa
Parent: Piaggio
Brand Value: $988 million (2021)
Popular Models: Vespa Primavera, Sprint, Elettrica
Vespa makes unique scooters with a painted steel unibody, a flat floorboard, and a prominent front fairing. The first Vespa, the Vespa 98, was launched in 1946. It featured a unibody steel frame, a direct drive engine, and a comfortable seat.
In the 1950s, the company gained popularity in international markets, becoming a cultural icon featured in films like “Roman Holiday.” Despite facing tough competition, Vespa maintained its market position with new models and technological advancements.
The company embraced modern technology by introducing models like the Vespa GTS and electric scooters such as the Vespa Elettrica, which features a brushless DC motor, regenerative braking, a digital display, and silent operation.
Between 2000 and 2005, Vespa produced 50,000 units annually. Steady growth followed, with production reaching 100,000 units in 2007 and 200,000 units in 2018. In 2021, Vespa achieved the extraordinary milestone of manufacturing 19 million units, with its brand value exceeding $980 million. [7][8]
6. Bimota
Bimota Tesi H2
Parent: Italian Motorcycle Investment SpA, Kawasaki Heavy Industries
Popular Models: Bimota Tesi H2, GB1, HB4
Bimota initially focused on producing high-performance frames for existing engines from manufacturers like Yamaha, Honda, and Suzuki. It later gained a reputation for excellence in motorcycle design and engineering, particularly with models like the KB1 and DB1.
In 2019, the brand partnered with Kawasaki and introduced several new models, including the Tesi H2, which features a 4-stroke, 4-cylinder supercharged Kawasaki engine.
In 2021, they unveiled the Bimota KB4, the fourth model equipped with a Kawasaki engine. This bike is powered by a 4-cylinder in-line engine that delivers 142 horsepower at 10,000 rpm and 11.3 kgm of torque at 8,000 rpm. [9]
The company produces only 300-500 units a year, catering to a niche market of discerning enthusiasts and collectors who seek exclusive, high-performance motorcycles.
5. MV Agusta
Founded in 1945Parent: KTM
Annual Production: 1,000+ (2022)
Popular Models: Superveloce 800, Brutale 800
MV Agusta has a rich history in racing, with numerous championships that have solidified its reputation for excellence. From the 1950s to the 1970s, the company dominated Grand Prix racing, winning numerous awards with legendary riders like Mike Hailwood and Giacomo Agostini. During this period, it produced iconic models such as the 500cc Four and the 750S.
In the 2000s, the company expanded its product lineup with models like the Brutale, which combined high performance with aggressive styling. Despite facing financial challenges during this era, the company continued to innovate.
However, between 2013 and 2018, the company’s market share declined significantly. By 2018, its market share in Italy had dropped to just 0.24%, approximately one-fourth of its 2013 value.
Fast forward to 2023, KTM acquired a controlling stake (50.1%) in the company. Under new ownership, MV Agusta focused on modernizing its lineup with advanced technology and expanding its global presence, especially in North America. Its current lineup consists of supersport families of Rush, Dragster, Brutale, Veloce, LXP, and F3. [10]
4. Aprilia
Parent: Piaggio
Annual Revenue: $66.5 million (2024)
Popular Models: RSV4 Series, Tuono V4 Series
Aprilia ventured into motorcycle manufacturing in the late 1960s, creating its first 50CC motorcycle, the Colibrì. Over the decades, the company has grown to become one of the leading manufacturers of motorcycles and scooters, known for its racing heritage and unique designs.
Aprilia incorporates sophisticated electronic systems in its bikes, including ride-by-wire, traction control, and customizable riding models. It targets various segments, from superbike enthusiasts to adventure tourers and entry-level riders. Its popular RS Superbike Series, for example, appeals to both novice riders and experienced enthusiasts.
While headquartered in Italy, Aprilia has a significant presence in global markets, particularly in Europe, North America, and Asia. According to Statista, its annual revenue is close to $66.51 million, with the average price of a bike around $9,820. [11]
3. Benelli
Founded in 1911Riding in the rain can be quite challenging so make sure everything is in place before stepping out. It includes confirming if your rain gear fits over your riding gear, also frequent tyre and brakes check-up offers seamless journeys.#Monsoon #Rain #Safety #SafetyMeasures pic.twitter.com/eYfqLI4OFO
— Benelli India (@BenelliIndia) June 25, 2024
Parent: Qianjiang Motorcycle
Popular Models: TRK 702X, Imperiale 400
Benelli is one of the oldest Italian motorcycle brands started by the widow Teresa Benelli and her six sons. It was acquired by the Chinese company Qianjiang Group in 2005.
Over the years, Benelli has produced a broad range of motorcycles, from lightweight bikes to powerful superbikes, making significant contributions to the motorcycle industry.
Some of its most iconic vehicles include the Benelli 900 Sei (the first production six-cylinder motorcycle), Leoncino (A modern classic featuring a retro design with contemporary technology), TNT Series (high-performance naked bikes with aggressive styling and powerful engines), Imperiale 400 (a classic cruiser that merges vintage aesthetics with modern engineering), and 302R (a sporty and agile entry-level sportbike).
Between 2013 and 2018, Benelli’s market share in Italy increased from 0.35% to 2.31%. Although these numbers may seem low at first glance, the company’s market share grew more than sixfold during this period.
In 2021, Benelli registered a staggering 57% growth compared to the previous year. The Benelli TRK 502 was the best-selling model in Italy, with 6,543 units sold. The company held nearly 40% market share in the 300cc to 500cc segment.
2. Piaggio
Founded in 1884Parent: IMMSI SpA
Annual Revenue: $2.15 billion (2023)
Popular Models: Piaggio MP3, Piaggio 1, Beverly Series
Piaggio initially manufactured railway carriages and later expanded into aircraft production. Post-World War II, it shifted focus to motor scooters, leading to the creation of the iconic Vespa in 1946. Today, Piaggio is a leading global manufacturer of scooters and motorcycles, owning multiple brands, including Vespa, Aprilia, Moto Guzzi, and Derbi.
The company targets various segments, from urban commuters to eco-conscious riders and enthusiasts of classic designs. Its most Series models include Liberty (a line of lightweight scooters), Beverly (larger scooters designed for more comfortable long-distance travel), and MP3 (an innovative line of three-wheeled scooters that provide enhanced stability and safety).
Piaggio operates a total of eight manufacturing facilities worldwide: three in Italy, and one each in China, the US, Vietnam, India, and Indonesia. In 2023, the company generated $2.15 billion in revenue, slightly down from $2.18 billion in the previous year. Its pretax income stood at $190 million, up from $150 million in 2022. [12]
1. Ducati
Founded in 1926Celebrating 341 victories. Over 30 years. 555 limited and numbered edition bikes.
The Panigale V2 Superquadro Final Edition!Ready to own a legend – https://t.co/ebPTclZUoe pic.twitter.com/1cGfCKxgfy
— Ducati (@DucatiMotor) July 11, 2024
Parent: Lamborghini
Annual Revenue: $66.5 million (2024)
Popular Models: Panigale V4, Monster 797, Multistrada V4
Ducati produced its first motorcycle, the Cucciolo, in 1946. It was a small engine mounted on a bicycle frame. Throughout the decades, it focused on innovation and performance, gradually shifting towards high-performance motorcycles.
Its flagship superbike series, Panigale, is known for its powerful engines, advanced electronics, and aerodynamic design. The Panigale V4, in particular, is famous for its performance on both road and track. It is capable of reaching a maximum engine speed of 16,500 rpm in sixth gear and a maximum power of 207 hp at 13,500 rpm.
The company has a strong presence in MotoGP and the World Superbike Championship. The Ducati Corse team has achieved numerous victories and has been a competitive force in the championship.
In 2023, Ducati sold 58,224 motorcycles, making it the third-best year in the company’s history, despite a slight decrease of 5% from the 61,562 units sold in 2022. Italy remained Ducati’s largest market, followed by the United States, Germany, and China.
The best-selling model was the Multistrada V4, with 10,480 units sold, followed by the Scrambler Ducati 800 family with 7,010 units, and the Monster with 6,854 units. Plus, their highly technical and uniquely designed Diavel V4, based on the V4 Granturismo engine, sold 2,883 units. [13]
Small Motorcycle Manufacturers in Italy
11. Paton
Founded in 1958Ownership: Advanced Group Srl
Popular Models: Paton S1-R Lightweight, Paton Bicilindrica 500
Paton is a niche manufacturer specializing in high-performance racing motorcycles. It produces a small number of hand-crafted motorcycles each year, maintaining a niche presence in the market.
The company aims to preserve the legacy of Italian racing excellence. It has a rich history in Grand Prix motorcycle racing, particularly in the 1960s and 1970s, when it competed against major manufacturers and secured several podium finishes.
Paton also has a notable presence in the Isle of Man TT races, especially in the Lightweight class, where it achieved significant success with its modern S1-R Lightweight model. Paton was the winner of the TT races in 2017, 2018, 2019, 2022, 2023, and 2024. [14]
Because of their handcrafted nature and racing pedigree, Paton motorcycles are considered premium products, often sought after by racing aficionados and collectors.
12. Askoll
Founded in 2014Ownership: Askoll Holding Srl
Popular Models: XKP, ebolt, NGS3
Askoll produces electric scooters, bikes, and kits. It aims to revolutionize urban mobility by creating suitable and user-friendly electric two-wheelers that enhance the quality of life in cities.
Their electric scooters produce zero carbon dioxide when powered by renewable energy sources and only 7.2 g/km of carbon dioxide when reviving energy from non-renewable sources.
Askoll’s eS2 and eS3 are popular e-scooters featuring standard double batteries. The eS2 scooter falls into class L2 and is comparable to a 50cc engine, while the eS3 is classified as L3, comparable to a 100cc engine, requiring a motorcycle license plate.
In 2022, the company made approximately $14.2 million in revenue, down from $19.5 million the previous year. The net loss was $2.3 million, an improvement over the $3.6 million loss in 2021. [15]
13. Moto Morini
Founded in 1937Ownership: Zhongneng Vehicle Group
Popular Models: Corsaro ZZ, Milano, X-Cape
Moto Morini initially produced three-wheelers but later shifted focus to lightweight motorcycles, gaining a reputation for reliability and performance. Today, it produces high-performance motorcycles known for their distinctive Italian craftsmanship and racing pedigree.
The Corsaro 1200, for example, is a naked sportbike featuring a muscular and aggressive design, with sharp lines and a commanding presence. It is equipped with modern electronics, including ride modes, ABS, traction control, and a TFT display.
In 2021, the company introduced the X-Cape, a midsize adventure motorcycle featuring a straight-twin, 4-stroke engine with liquid cooling. The following year, they unveiled the Seiemmezzo, powered by a 2-cylinder, 4-stroke engine that delivers a maximum power of 44.5 kW at 8250 rpm. [16]
Read More
Sources Cited and Additional References- Industry and Innovation, Registrations 2023 in key European markets: motorcycles up, mopeds down, ACEM
- Automotive Sector, Italy – Country commercial guide, International Trade Administration
- Dustin Wheelen, Fantic Motor sets record-breaking 95-percent growth in 2021, RideApart
- Energica Experia, Techincal data sheet, Energica
- News, Energica Motor Company announces the preliminary data on year-end turnover for its electric motorcycles, Energica
- Market Insights, Moto-Guzzi (motorcycles), Statista
- Press Release, Vespa celebrates its 75th anniversary, surpasses 19 million in total sales, Motorcycle
- About Us page, Vespa is rushing towards the future with a brand value of over 900 million euros, Vespa
- Product Page, KB4 technical information, Bimota
- William Roberson, KTM parent Pierer Group adds motorcycle icon MV Agusta to portfolio, Forbes
- Market Insights, Aprilia (motorcycles) – worldwide, Statista
- Annual Report, Financial Statement 2023, Piaggio Group
- Corporate News, Ducati: 2023 is the third-best year in the company’s history in terms of sales results, Ducati
- Highlights and Reviews, Paton S1-R lightweight 60th anniversary limited edition, MCN
- Financials, Askoll Eva S.p.A, WSJ Markets
- Seiemmezzo, A timeless style and advanced technology, Moto Morini