“Chongqing-Made” Goes Global | Loncin Voge: How “Chongqing-Made” Motorcycles Conquered Europe

Editor’s Note: Record highs and nine consecutive increases! Over the past year, the total value of China’s goods trade imports and exports grew by 3.8%, reaching 45.47 trillion yuan, a record high, maintaining its position as the world’s largest trader in goods. Among this, Chongqing emerged as a standout performer, with its total annual import and export value exceeding 800 billion yuan, a year-on-year increase of 12%. “Chongqing-Made” products have transformed from laptop computers being the sole standout to a situation where “multiple highlights are blossoming.”

Chongqing Daily is launching the “‘Chongqing-Made’ Goes Global” series of reports, telling the stories of “Chongqing-Made” products traveling across oceans, decoding the advanced code of Chongqing manufacturing’s journey from “going out” to “going steady” and “going far,” and showcasing the robust strength of “Made in China.”

Product Profile · Motorcycles

“I absolutely love this Chinese-made motorcycle!” “It’s the best value-for-money adventure bike on the market, bar none.”

Recently, similar glowing reviews have been flooding European motorcycle enthusiast circles, professional review platforms, and mainstream riding communities. The focus of discussion is a motorcycle from Chongqing—Loncin Voge.

In 2025, in Spain, the fastest-growing motorcycle market in Europe, Voge’s market share surged into the top four. In Italy, a country with a profound motorcycle culture, Voge’s sales doubled. In the first three quarters of 2025, Voge’s export revenue reached 1.718 billion yuan, a substantial year-on-year increase of 86.92%, with Europe becoming its primary export market.

In the past, Chinese motorcycles were long labeled as “low-end and cheap” in the European market. So how did Chongqing’s Voge manage to break these prejudices and establish a firm foothold in Europe?

▲Loncin Voge motorcycles on display overseas. (Photo provided by the company)

Conquering the “Toughest Nut to Crack” First

In the motorcycle world, the European market is widely regarded as possessing “hellish difficulty.” It not only has the strictest Euro 5+ emission regulations but also the most demanding riders when it comes to product performance and experience.

In 2020, Loncin Voge launched its globalization strategy. Its very first target was Europe.

Why go global?

“At that time, the domestic motorcycle market was mired in a price war, with profit margins per bike getting thinner and thinner. If we didn’t explore new markets, the company would hit a development ceiling,” admitted Yin Bing, Deputy General Manager of Loncin Import & Export Co., Ltd.

“At the same time, we had the confidence to go global,” Yin stated. Loncin had collaborated with Germany’s BMW Motorrad for 20 years, possessing high-end manufacturing capabilities but lacking its own premium brand for overseas markets. So, Voge decided to carve its own path abroad.

Why specifically choose Europe?

“Because Europe is the global cultural epicenter for motorcycles,” Yin explained. “Recognition in the European market acts as a powerful bellwether. Conquering Europe means obtaining a ‘global passport.'”

Despite the good intentions, reality dealt Voge a harsh blow.

Europe encompasses both the freezing cold of the Scottish Highlands and the humid heat of the Mediterranean. In 2020, Voge developed a high-end adventure touring bike, the DS900X, specifically for the European market. In the early stages of the project, during tests simulating salted roads in Northern Europe and the humid, hot environment of the Mediterranean, prototype models revealed issues with excessively rapid corrosion of metal parts and oxidation-prone paintwork.

“If you truly want to win the hearts of European riders, your product must demonstrate a deep understanding and reverence for the motorcycle industry in every detail,” a reminder from a European partner pushed Voge to embrace its “craftsman’s spirit.”

To overcome the corrosion challenge, the Voge team quickly established a dedicated “surface engineering task force,” introducing aerospace-grade anti-corrosion coating technology and conducting ratio experiments on over 200 types of specialty materials.

During the most critical six months of R&D, team members took turns monitoring the salt spray testing machine, recording the oxidation level of metal samples every two hours, completing over 1500 hours of extended-cycle testing.

Engineers also traveled across China’s coastal saline-alkali lands, collecting brine samples of varying concentrations for field comparisons to identify the optimal painting process.

Ultimately, Voge’s products successfully passed Europe’s most stringent international certifications.

Simultaneously, addressing the high-frequency, long-distance cross-border travel habits of European riders, the R&D team built a high-precision motion capture laboratory. Using high-frequency sensors, they monitored suspension travel changes under extreme braking conditions in real-time, completing tens of thousands of rounds of software simulation and on-road retesting.

In 2025, when the EU implemented the stricter Euro 5+ regulations, causing delays for many established European manufacturers, Voge, having planned ahead, utilized digital simulation technology to optimize the emissions and suspension of its entire model range within 180 days, becoming the first to achieve large-scale deliveries.

Irresistible Extreme “Cost-Performance”

Beyond technological innovation and craftsmanship, Voge possesses another killer feature: extreme cost-performance.

Simply put, it means offering an irresistible price while providing equivalent or even higher specifications.

Recently, on the internationally renowned motorcycle forum Reddit, a post titled “My Dad Bought a Voge DS900X, It’s Unbelievable!” sparked heated discussion. The poster, a Spanish rider nicknamed “Idraic7,” described his father, a longtime loyalist to Japanese and European brands, who initially insisted this Chinese bike was “just a cheap temporary substitute,” harboring strong doubts about its quality.

However, when this seasoned rider saw for himself the bike’s adjustable high-performance suspension system, the brake calipers supplied by a top-tier manufacturer, and the engine originating from the same source as some major European brands, his ingrained prejudices began to crumble.

It’s worth noting that in the Spanish market, a comparable model from a leading European brand costs around 18,000 euros, while the fully equipped Voge DS900X retails for just about 9,000 euros. Such a stark price difference left the older rider exclaiming, “Unbelievable.”

▲Loncin Voge motorcycles on display overseas. (Photo provided by the company)

If merely stacking hardware were enough to win a market, it would be far too simple. Creating high cost-performance also requires delivering top-tier technology and experience.

For example, to overcome the “nose-diving” phenomenon of large-displacement adventure bikes during emergency braking, the team built a high-precision motion capture lab and conducted tens of thousands of simulation iterations for the ABS intervention logic. This “customized on demand” development approach allowed the “Chongqing-Made” motorcycles to maintain their cost-performance advantage while genuinely achieving handling characteristics comparable to German models.

Addressing the unique challenge of Europe’s historic cobblestone streets, the R&D team rigorously tested hundreds of suspension configurations before finalizing a large-diameter wheel setup (16 inches at the front, 14 inches at the rear) for the SR16 scooter. This precisely tailored adaptation delivered remarkable results: the SR16 not only outperformed several long-established top-tier European competitors but also became the best-selling Chinese-made large-displacement scooter in the Italian market.

“Chinese motorcycles can offer the same paintwork, power response, and even more stable electronic systems, yet the price is less than 60% of the competition,” marveled an experienced Italian motorcycle journalist after a test ride. “Brand premiums become irrelevant at this point.”

In terms of durability, Voge’s performance is equally impressive.

In mid-December 2025, British rider Ritchie completed a 4,000-mile winter test ride on her Voge DS900X high-end adventure tourer in the sub-zero temperatures of the Scottish Highlands. After enduring wet, icy roads covered in de-icing salt, the bike demonstrated remarkable corrosion resistance.

“I thought it would rust into scrap metal after one winter, but its actual performance was even more reliable than some expensive brands,” Ritchie’s sharing triggered a flurry of comments: “If Chinese bikes have reached this level, we really don’t need to pay for brand premiums anymore.”

Seizing the Opportunity to Expand Globally

Conquering Europe is not the finish line; it’s the starting point for Voge’s global expansion.

“Globally, 55 million motorcycles are sold annually. The mid-to-large displacement (over 250cc) leisure bikes are key for us to compete for market share with European and Japanese brands,” said a Voge brand representative. The SR16A model, developed for European carbon reduction goals, is in its final stages and will soon be sold worldwide.

▲Loncin Voge actively participates in various professional overseas competitions. (Photo provided by the interviewee)

With a firm foothold in Europe, backed by solid technology and reputation, Voge is preparing a major move. In 2026, high-displacement performance models like the RR660S are set to enter the international market.

Success in Europe is now driving growth in other markets.

In Brazil, distributors who saw Voge’s sales data from Europe proactively approached the company seeking cooperation.

After local riders tested the DS900X, they enthusiastically shared on social media: “If it’s good enough for Europeans, it’s definitely reliable.”

Similar scenarios are unfolding in North Africa.

Previously, buyers only trusted European and Japanese brands. Now, seeing Voge’s European certifications, high specifications, and reasonable prices, many are placing orders decisively.

Market analysts suggest these emerging markets are undergoing a consumption upgrade. Motorcycles are no longer just a means of transport but prized items for socializing and entertainment. Demand for mid-to-large displacement models is growing rapidly—a prime opportunity for Voge. Moreover, the quality control and technical expertise Voge has accumulated in Europe can be directly applied to these emerging markets.

Voge isn’t just selling motorcycles; it’s evolving.

Through its official app, overseas users can schedule after-sales service, back up riding data, and match compatible parts. The company aims to transform from a mere motorcycle manufacturer into a “hardware-software integrated” mobility service provider.

From its breakthrough in Europe to blossoming globally, Voge’s rise is propelling “Chongqing-Made” products to overtake competitors on the world stage. It also proves that once Chinese smart manufacturing establishes itself in the premium market, it can go global steadily and sustainably.

Data · Chongqing Motorcycles

Source: New Chongqing – Chongqing Daily
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