In the first three quarters of 2025, there will be a significant decline in the electric motorcycle market. From the perspective of reasons, market differentiation has become the most prominent feature of the current two wheeler industry. On the one hand, the traditional electric motorcycle market is becoming saturated and overall sales are declining; On the other hand, the high-end market is showing a trend of counter trend growth. Data shows that in 2024, the sales of electric motorcycles priced at over 4000 yuan increased by 87% year-on-year, and the repurchase rate was 2.3 times that of low-end models.
At the same time, the market structure is basically stable, with Yadea ranking first with a sales volume of 757300 vehicles, which is more than twice that of the second ranked manufacturer. Green Source, Zongshen, and Chunfeng Power ranked second to fourth with sales of 376000 units, 339500 units, and 225200 units, respectively.
In addition, the implementation of the new national standard provides policy background for this round of market adjustment. In April 2019, the new national standard officially came into effect, classifying electric two wheelers into electric bicycles, electric light motorcycles, and electric motorcycles, all of which require 3C certification. The strict weight limit of electric bicycles in the new national standard has accelerated the elimination of many unqualified small enterprises in the industry, prompting the industry to shift from relying on "price wars" to focusing on enhancing the high-end value of brands and products.
Faced with this trend, traditional two wheeled electric vehicle companies have adjusted their strategies and laid out the high-end market. As one of the earliest established enterprises to layout high-end products, Yadea has launched the urban high-end brand "VFLY". The reporter learned that Yadea VFLY has collaborated with Porsche Design Studio to launch six series of products including F, L, Y, I, N, and G, covering various types of electric two wheelers. Taiwan Bell, in collaboration with Huawei, has launched the Super Energy series of HarmonyOS electric vehicles, with the Red Rabbit HarmonyOS version priced at nearly 4000 yuan.
It is worth mentioning that Internet enterprises are also competing to arrange two wheel electric vehicles. Hello, Xiaomi Ecological Chain Enterprise No. 9 and others have all launched new national standard intelligent electric two wheelers. New players such as Xiaoniu and Jiuhao will focus on high-end two wheeled electric vehicles as their main entry point, competing with old players such as Aima. The Ninth Company even achieved a comprehensive gross profit margin of 30.39% in the first half of this year, becoming a top performer in terms of profitability among two wheeled electric vehicle companies.
However, building a successful high-end two wheeled electric vehicle brand is not an easy task. Senior analyst in the field of transportation, Zhang Chi, told reporters from Huaxia Times that China's two wheeled electric vehicle industry is experiencing a painful period from "scale expansion" to "quality leap". Enterprises must have solid technological research and development, deep supply chain cooperation, and clear brand value building in order to take the initiative in the next round of competition.
