For decades, European motorcycle buyers had a familiar choice. Japanese, German, Italian and Austrian brands dominated the market. Chinese manufacturers are now changing that landscape as they gain market share across Europe.

One of the biggest names is CFMOTO, which is putting its motorcycles to the test in the Czech countryside.

At a dirt track in Vilanec, riders face mud, rocks, steep climbs and rough terrain. Among them is European rally champion Tomáš Válal, who is racing a CFMOTO motorcycle this season.

"The design is cool, compact and lightweight. It's not heavy, and there are a lot of parts and special accessories available for this bike, so buyers can really customize it," Válal said.

The CFMOTO MT Challenge is now in its second year in Europe, with the Czech and Slovak qualifiers sending top riders to a global final in Spain.

Last year's final brought 72 riders from over 18 countries to Australia. Matej Oliva was among them, and he says Chinese motorcycles are changing what European riders expect from their bikes.

"I remember the times when everything was traditional super bikes, types of motorcycles. If we want to go to the trail or travel, you have to have a BMW or KTM and nothing else. But people are different now. They want value for money," Oliva said.

That shift is also showing up in motorcycle sales. Across Europe's five biggest motorcycle markets, registrations of European and Japanese brands fell by nearly 13 percent in 2025, according to industry experts.

At MTT Motorcycles in Brno, CFMOTO has become an important part of the dealership's business. The company recently celebrated its one-millionth CFMOTO sale.

Price is one reason for the brand's appeal. Martin Tichy of MTT Motorcycles says buyers could save up to €10,000  compared with European models.

But market insiders say price is not the only reason Chinese motorcycles are gaining ground. Technology, equipment and expanding dealer and service networks are also helping the brands compete.

Jan Dohnal, general sales manager for CFMOTO Czech Republic and Slovakia, said customers are looking for more technology on their motorcycles.

"Customers are looking for technologies like display connectivity with the mobile phone and navigation.The people want to sit on the bike for the whole day just to put the finger somewhere on the map and go there," Dohnal said.

CFMOTO is among the fastest-growing Chinese motorcycle brands in Europe. QJMotor, Voge and Zontes are also gaining ground as Chinese manufacturers expand their presence.

Their growth is reshaping a market once dominated by European and Japanese brands.

The competition is no longer only about brand history. It is also about price, technology, equipment and choice.

For China's motorcycle makers, Europe has become a key market. The race for a place at the top is already under way.