Europe Two Wheelers Market Outlook, 2030

The two-wheeler industry in Europe occupies a distinct space in the global mobility ecosystem both mature in structure and progressive in its evolution. With a deeply rooted culture of scooter and motorcycle usage, especially in southern European countries like Italy, Spain, and France, the region has long embraced two-wheelers not just for leisure but as a practical solution to dense urban living. From vintage Vespas weaving through narrow cobblestone streets to high-performance touring motorcycles crossing alpine borders, the European two-wheeler landscape is as diverse as it is historic.

However, in recent years, the market has been undergoing a transformation driven by technological innovation, environmental policy imperatives, and changing urban mobility preferences. Unlike North America, where motorcycles are often associated with lifestyle and long-distance travel, Europe’s two-wheeler market is more utilitarian in its core, particularly in its southern and eastern regions. Scooters and mopeds dominate urban mobility in cities such as Rome, Barcelona, and Athens, where compact vehicles are better suited to congested and narrow roadways. These vehicles are not merely a choice but often a necessity, offering flexibility, fuel efficiency, and lower operational costs.

At the same time, countries like Germany, the UK, and the Netherlands exhibit a strong market for larger motorcycles, often associated with touring, recreational riding, and premium segments. Brands like BMW Motorrad, Ducati, KTM, and Triumph have not only thrived within Europe but have also set global standards in engineering, safety, and design innovation.

From a consumer behavior perspective, Europe presents a complex and segmented market. In southern Europe, young riders and working-class commuters form the core user base, often favoring lightweight, cost-effective scooters. In contrast, northern and western Europe see higher demand for premium motorcycles, including adventure, sport, and touring models.

Moreover, the post-pandemic era has witnessed a renewed interest in individual mobility solutions. With public transport seen as risky during health crises, many urban dwellers have turned to two-wheelers for safer, independent mobility. The flexibility of owning a scooter or e-bike combined with increasingly favorable parking regulations and financial incentives has bolstered market recovery and growth.

According to the research report “Europe Two-wheeler Market Outlook, 2030” the market is projected to grow with 4.32% CAGR by 2025-30.A significant trend reshaping the European two-wheeler industry is the accelerated adoption of electric mobility. Driven by ambitious climate goals, stringent emission standards (such as Euro 5), and growing urban restrictions on internal combustion engine (ICE) vehicles, electric two-wheelers are gaining significant traction. From compact e-scooters to high-performance electric motorcycles, the European market has seen a surge in both consumer interest and manufacturing activity.

Cities like Paris, Milan, and Amsterdam are rapidly expanding low-emission zones and incentivizing electric mobility through subsidies and tax breaks. The popularity of electric mopeds and shared electric scooter services provided by companies like Tier, Voi, and Dott underscores a shift toward shared, clean, and flexible urban transport solutions. These shared services have introduced millions to the convenience and affordability of electric two-wheelers, catalyzing broader market adoption. Another dimension of the European two-wheeler industry is its strong regulatory and policy environment.

The European Union has taken a proactive stance in regulating vehicle emissions, safety standards, and noise pollution, which directly impacts the design and production of two-wheelers. These regulations, while imposing additional costs on manufacturers, have also led to higher safety standards, better fuel efficiency, and enhanced durability of vehicles. Euro 5 norms, for instance, have necessitated significant improvements in emissions technology, pushing both ICE and electric two-wheeler manufacturers to innovate.

At the same time, the increasing emphasis on Vision Zero (the EU’s road safety initiative) is driving the adoption of advanced safety features, such as ABS (Anti-lock Braking Systems), traction control, and rider-assist technologies even in smaller vehicles. In terms of trade and manufacturing, Europe plays a dual role as both a major consumer and a high-quality producer of two-wheelers. Italy, Germany, and Austria are among the leading hubs for motorcycle design and production. Brands like Ducati, BMW, Aprilia, and KTM are globally recognized not only for performance but also for their craftsmanship and innovation.

These companies continue to invest in research and development, especially in areas such as lightweight materials, hybrid systems, AI-driven safety tech, and connected vehicle ecosystems. Meanwhile, the aftermarket and accessory industries remain robust, supported by a strong culture of personalization and a thriving community of hobbyists, riders' clubs, and motorsport enthusiasts.

Market Drivers

• Urban Congestion and Clean Mobility Policies: European cities like Paris, Milan, and Amsterdam are implementing low-emission zones, congestion charges, and stricter parking regulations. These policies are pushing residents toward compact, eco-friendly two-wheelers especially electric scooters and mopeds for daily commuting in dense urban cores.
• Strong Domestic Manufacturing and Brand Loyalty: Europe is home to premium, performance-focused two-wheeler manufacturers like BMW Motorrad, Ducati, KTM, and Piaggio. The region’s long-standing engineering excellence and brand heritage continue to drive local and international demand, especially in the touring, sport, and adventure segments.

Market Challenges

• Harsh Climate and Seasonal Usage Patterns: Unlike tropical regions, much of Europe experiences long winters and wet seasons, limiting year-round two-wheeler usage. This restricts overall utilization and impacts consumer purchase decisions, particularly for electric two-wheelers that are less efficient in cold weather.
• Fragmented Regulations Across Countries: Although the EU strives for harmonized standards, there are still notable regulatory differences across countries particularly in licensing, speed limits, helmet rules, and incentives for EVs. This complexity makes market entry and cross-border scaling more challenging for manufacturers and startups.

Market Trends

• Rapid Electrification of Urban Two-Wheelers: Europe is one of the fastest-growing markets for electric scooters and mopeds. Cities are increasingly favoring electric two-wheelers through tax breaks, purchase subsidies, and restricted zones for internal combustion engines. Players like Silence, NIU, and Piaggio are expanding rapidly.
• Rise of Shared Mobility and Subscription Services: The use of app-based two-wheeler sharing (e.g., Tier, Voi, Yego) is booming in urban areas. Additionally, subscription models for scooters and motorcycles are gaining traction, especially among younger users who prefer flexibility over ownership.

Electric two-wheelers are growing rapidly in Europe due to strong environmental policies, urban congestion solutions, and generous government incentives aimed at reducing carbon emissions and promoting clean mobility.

The surge in electric two-wheeler adoption across Europe is largely driven by the continent’s aggressive climate goals, progressive urban mobility strategies, and a strong push from both policy and public sentiment toward sustainability. European governments have implemented a variety of measures such as subsidies for electric vehicle purchases, tax exemptions, low-emission zones (LEZs), and stricter emission regulations which are directly incentivizing the shift away from internal combustion engine (ICE) two-wheelers.

In densely populated cities like Paris, Amsterdam, Berlin, and Milan, urban congestion and pollution have reached critical levels, prompting local authorities to promote compact, emission-free vehicles that can navigate tight spaces efficiently while reducing noise and air pollution. Electric scooters and motorcycles offer a perfect solution in this context, combining zero tailpipe emissions, lower operating costs, and quiet performance, which aligns well with Europe’s growing environmental consciousness.

Moreover, the expansion of charging infrastructure, particularly in urban and semi-urban areas, along with innovations in battery technology such as swappable batteries and extended range capabilities are addressing earlier limitations that hindered EV adoption. Leading European and Asian manufacturers, as well as startups, are now offering a wide range of electric two-wheelers that appeal to both commuters and delivery businesses. Additionally, the rise of shared mobility platforms and last-mile delivery services has further accelerated demand for electric options, due to their lower maintenance and operational costs.

The 151-400cc segment is growing in Europe due to its alignment with tiered licensing laws, urban mobility needs, and its suitability for both beginners and experienced riders seeking a versatile, cost-effective motorcycle.

In Europe, the growth of the 151-400cc motorcycle segment is largely fueled by regulatory structures, evolving urban transport dynamics, and changing rider demographics. The European Union’s tiered licensing system, particularly the A2 license category, plays a significant role in promoting motorcycles within this displacement range, as it allows younger or less experienced riders to legally operate mid-capacity bikes without jumping directly to high-powered machines. This has encouraged manufacturers to design attractive, high-performance models specifically within the A2-compliant 151-400cc range, offering an ideal blend of manageable power, affordability, and fuel efficiency.

These bikes are light enough for city commuting, making them a practical choice for navigating through Europe’s dense urban environments and narrow historic streets, yet they are also powerful enough for short-distance highway travel and weekend touring a balance that appeals to a broad segment of consumers. Additionally, rising fuel prices and growing environmental awareness have pushed more Europeans to consider smaller, more economical two-wheelers as alternatives to cars or larger motorcycles.

Brands like KTM, Yamaha, Honda, and BMW have tapped into this trend by releasing stylish and tech-equipped models that enhance the rider experience without overwhelming them. Furthermore, the expanding popularity of motorcycling as a lifestyle especially among young professionals and women is making mid-range bikes a preferred entry point due to their confidence-inspiring ergonomics and versatility.

Turkey is experiencing growth in the European two-wheeler market due to its rising urban population, increasing fuel costs, and a shift toward affordable, efficient personal mobility solutions.

Turkey's expanding role in the European two-wheeler market is primarily driven by economic pressures, demographic shifts, and urban transportation challenges. With a fast-growing urban population, especially in major cities like Istanbul, Ankara, and Izmir, traffic congestion and commuting inefficiencies have become persistent issues. This has led to a rising demand for compact and economical vehicles that can easily maneuver through dense traffic while offering lower operational costs. Two-wheelers particularly motorcycles and scooters have emerged as a practical solution for many urban dwellers seeking affordable, quick, and fuel-efficient transport.

This trend has been further accelerated by rising fuel prices and the increasing cost of car ownership, pushing consumers toward more economical alternatives. Additionally, the younger generation in Turkey is showing a growing interest in two-wheelers not just for utility, but also for lifestyle and recreational purposes. The country has also seen a surge in e-commerce and food delivery services, creating a booming market for two-wheelers used in last-mile delivery, which has further fueled demand.

While Turkey is still developing in terms of two-wheeler infrastructure compared to Western Europe, the government’s support for local manufacturing, trade ties with European markets, and improving regulatory environment are positioning it as both a growing market and a potential production hub. With improving access to financing and a broader range of affordable models entering the market, Turkey is poised to continue its upward trajectory in Europe’s two-wheeler industry.

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

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases.

After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to this industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.