The European two-wheeler market, consisting of cycles and motorcycles (both with varying engine types), has faced cyclical challenges, exacerbated by the Covid-19 pandemic. Registrations of new motorcycles in key European markets (France, Germany, Italy, Spain, the UK) experienced a 3.3% decline in the first three quarters of 2020, while scooter registrations increased by 6.4%. The sector retains a degree of optimism, particularly with the growth of electric two-wheelers and innovative business models like maintenance contracts.

France is emblematic of market trends with a highly fragmented sector, numerous small enterprises, and the predominance of repair and maintenance services supporting an ageing vehicle fleet.

On the regulatory front, up-and-coming mandatory roadworthiness tests and stricter environmental standards are shaping the landscape

Navigating the Dynamic Landscape of the Two-Wheeler Market Amidst Economic Shifts and Pandemic Challenges

The two-wheeler market in France has seen a variety of market trends and shifts influenced by several demographic, economic, and regulatory factors. The market, composed largely of motorcycles and scooters, caters to a primarily male demographic, with an average rider age of around 46. These riders often occupy executive positions in their professional lives and typically own a car in addition to their two-wheeler.

In recent years, the market has navigated through a patchwork of challenges and opportunities. Registrations of new two-wheelers have generally been on the decline for about fifteen years across all categories, with the steepest drop observed in the tricycle and quad segment, which saw a decrease of around 50%. Motorcycles with engine capacities of less than 125cc experienced a decline of nearly half, and mopeds fell by about a third. However, motorcycles over 125cc maintained relative stability, with just a minor drop of around 4%.

This downturn can be attributed to several contributing factors, including younger populations losing interest in two-wheelers in favor of other modes of transport, such as public transportation and electric bikes. Social media's role in maintaining social connections without the need for physical travel has also been a factor, alongside stricter legislation and rising insurance costs.

Despite this trend, the increased longevity of two-wheelers has proven to be a boon for maintenance and repair services, as older vehicles frequently require upkeep. The market is also heavily influenced by seasonal patterns. The spring and summer months, specifically between May and September, see a spike in two-wheeler usage with around 90% of riders out on the roads. Correspondingly, repair shops witness over 60% of their annual business during these months, reflecting the higher incidence of mechanical issues and accidents during peak riding seasons.

A relatively fragmented market, dominated by numerous small enterprises, paints a picture of a sector composed mainly of very small businesses. Around 60% of these enterprises do not employ any workers, and about a third have between one to five employees. The number of workers within the sector has seen a modest recurrence, following a decrease of about 16%. The workforce is primarily made up of skilled workers, accounting for around 40% of employees in the sector, followed by various other employees, apprentices, and trainees. 

Diverse Ecosystem of Two-Wheeler Service Providers

The two-wheeler service market is supported by a broad range of players, each fulfilling distinct roles that cater to the needs of motorcycle and scooter owners. These entities facilitate both the purchase and upkeep of these vehicles, reflecting a multifaceted industry that is essential for two-wheeler enthusiasts and casual riders alike. We'll take a closer look at the main contributors who keep this market thriving.

  • Motorcycle and Scooter Dealerships, Leading the frontline of two-wheeler commerce are the authorized dealerships of esteemed manufacturers. Companies like Honda, BMW, Yamaha Motor, and Peugeot Motocycles serve not only as storefronts for new models but are also pivotal maintenance and repair hubs. They provide nuanced after-sales services, ensuring a continuous relationship with their customer base while leveraging brand loyalty and exclusive access to Original Equipment Manufacturer (OEM) parts for servicing.
  • Specialized Motorcycle Garages, Smaller yet significant cornerstones of the two-wheeler service industry are represented by specialized workshops such as Moto Dôme Services. These facilities are often staffed by expert technicians who have honed their skills in motorcycle care, catering to a clientele seeking comprehensive, intricate repair and servicing solutions beyond the realm of brand-affiliated garages.
  • Quick Repairers and Accessory Shops, For two-wheeler owners looking for a quick fix or customization to their vehicles, shops like Dafy Moto and Axxe Motorcycle come to the forefront. These outlets split their focus between retailing an array of accessories, including riding gear and bike enhancements, and providing speedy, reliable maintenance services. Their model thrives on convenience, allowing riders to address their repair needs and shop for upgrades all under one roof.
  • Independent and Franchise Enterprises, Firmly ingrained in the two-wheeler service landscape are independent garages and franchise chains such as Moto Expert. Both have carved out a niche by delivering personalized servicing experiences, often characterized by deeper customer relationships and locality-based trust. Many franchisees also operate within a standardized system that replicates the familiarity of branded dealerships, amplifying their appeal to customers who seek consistency in service.
  • E-commerce Platforms, A notable shift in the two-wheeler service market has been the rise of "Do-It-Yourself" approaches facilitated by online platforms. These digital stores allow riders to procure parts and accessories directly, catering to the segment of owners who prefer to handle maintenance on their own terms while potentially saving on costs. Businesses like The Biker
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  • Number of pages : 30 pages
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  • Last update : 18/12/2020
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Summary and extracts

1 Market overview

1.1 Market definition

A two-wheeler is defined as a vehicle with two wheels allowing the simultaneous transport of one or two persons . The rider can control the steering with a handlebar while sitting in the saddle. At the rear, the potential passenger can also benefit from a saddle to sit on

As far as two-wheelers are concerned, it is important to distinguish between two categories:

  • the cycles two-wheeler non-motorised such as mountain bikes, or equipped with an auxiliary electric motor
  • the motorcycles two-wheeler motorized The motorcycles, equipped with a thermal or electric engine, such as motorcycles, mopeds..

The two-wheeler services bring together the maintenance activities and repair operated in car garages by professionals in the sector. Maintenance can range from simple cleaning to a complete overhaul of the vehicle. Repairs are carried out in the event of vehicle problems - particularly in the case of road accidents, which are common among motorcyclists.

The European service market for scooters and motorcycles is experiencing difficulties at European level This is due to increasingly strict anti-pollution standards and the development of public transport. In the first three quarters of 2020, against the backdrop of the Covid-19 pandemic, the ew registrations fell by 3.3% In France, the trend is the same with a long-term decline in the use of two-wheelers . However, this decline is partially offset by the longer use of vehicles, which requires owners to carry out regular maintenance and repairs.

Nevertheless, there are still grounds for hope for the sector with the development of both B2B and B2C electric two-wheeler offerings . In addition, companies in the sector are developing new business models such as the lump sum payment including free repairs and maintenance according to certain criteria.

The main players in the sector are dealers such as Honda , BMW or Yamaha Motor motorcycle garages such as Moto Dôme Services and quick repairers and prop fitters such as Dafy Moto or Axxe Motorcycle .

1.2 A European market facing cyclical difficulties

The European motorcycle trade market offers an overview of the market potential for motorcycle services. ACEM, the association of European motorcycle manufacturers, reported that between January and September ****, the number of motorcycles put into circulation in the five main European markets was ***,***, a decrease of *.*% compared to the same period in ...

1.3 France, a fragmented market made up of many companies

With the help of a report of the French Environment and Energy Management Agency, it is possible to offer information about the motorcycle repair and maintenance market in France

First of all, the market is very fragmented with many players. Motorcycle sales businesses generally also carry out repair work. At the ...

1.4 A market hard hit by the Covid-19 pandemic

During the first six months of ****, at the heart of the Covid-** pandemic, the motorcycle market suffered with a **% drop in sales compared to the first half of ****.

Number of motorcycle and scooter registrations France, Germany, Italy, Spain, United Kingdom, ****-****, index base *** **** Source: ****

Antonio Perlot, Secretary General of the ACEM, ...

2 Demand Analysis

2.1 Demand and factors


Pour dresser le portrait du consommateur moyen de services pour les deux-roues nous pouvons regarder qui sont les conducteurs de deux-roues.

Les conducteurs de deux-roues sont principalement des hommes (***) La moyenne d'âge est de ** ans (***) Les conducteurs de deux-roues occupent majoritairement des postes de cadre, cadre supérieur ...

2.2 The high seasonality of two-wheeler services

The use of two-wheelers is all the more important when the weather is good. There is therefore a strong seasonality in its use, with nearly nine out of ten drivers using their vehicle during the period May-September.

Do you use your two-wheeler between May and September? France, ****, in % Source: ****

This density ...

2.3 Do-it-yourself, a practice that reduces maintenance costs

Since motorcycle maintenance is still not mandatory, some motorcyclists choose to service (***). [***]

Coupled with an increasing use of the Internet by motorcyclists to collect information before buying or having their motorcycle serviced (***), maintenance is becoming more and more important.

On the other hand, do-it-yourself may have some disadvantages for motorcycle drivers. ...

2.4 Growing demand for electric two-wheelers

The demand for two-wheelers is a hopeful segment for the market. There are real opportunities in B*C, with the desire of individuals to reduce their greenhouse gas emissions, and in B*B, with the development of free floating offers such as Cityscoot, Coup Mobility or Indigo Weel. Electric two-wheeler offers ...

3 Market structure

3.1 A sector composed mainly of small enterprises

A market made up of very small companies

The first characteristic of the market comes from the size of the companies. Repair and maintenance shops are not large complexes like car dealerships. Often very small companies are present in the market. For example, **% of the companies do not employ any employees ...

3.2 The different forms of garages

B*B distribution

Garages that service and repair motorcycles do not manufacture the parts themselves, they rely on manufacturers or wholesalers. For example, a small independent garage will buy in bulk from companies like Malaguti, which makes parts for motorcycles, or, in the case of a more precise order, from suppliers ...

3.3 A sector dominated by motorcycle dealers and garages

As explained above, the main players in the motorcycle repair sector are dealerships, motorcycle garages, quick and accessory repairers and auto centres.

However, not all of them are equally represented in the sector's turnover. Motorcycle dealers and garages have an **% market share in motorcycle workshop entrances and **% in scooters. Dealer garages ...

4 Analysis of the offer

4.1 Available services

In the market for two-wheel services, it is necessary to distinguish, once again, between repair services - which restore the mechanics and appearance of the motorcycle to its original state, after a puncture for example - and maintenance services, the purpose of which is to extend the life of the vehicle ...

4.2 Maintenance contracts and fee-for-service payment

Maintenance contracts

Dealers and garages are increasingly trying to offer maintenance contracts to drivers in return for a lump sum payment and compliance with certain rules. Garages undertake to provide free insurance:

The regular overhaul of the two-wheeler Oil changes Replacement of wearing parts (***) The workforce

Depending on the services included ...

5 Regulation

5.1 Rights and duties of the garage owner

The website Droit-finances lists the rights and duties of the garage owner:

Clear and visible display of prices including VAT Drafting and signing of a repair order (***) at the request of the customer Issuing an invoice at the customer's request if the amount is higher than ** € Customers have the right to ...

5.2 Regulations for two-wheelers

Numerous regulations have been passed in recent years to update the safety and environmental standards governing the two-wheeler industry (***)

Technical control

Previously optional, roadworthiness testing should soon become compulsory for motorcyclists. Thus, it would become compulsory in the following cases:

When selling a vehicle, the last inspection must be carried out ...

List of charts

  • Nombre d'immatriculations de motocycles et scooters
  • Caractéristiques du parc 2RM
  • Utilisez-vous votre deux-roues entre mai et septembre ?
  • Répartition des entrées atelier
  • Évolution des accidents routiers et tués à 30 jours
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Latest news

Mutares acquires Peugeot Motocycles and DAB Motors - 06/07/2023
  • The Peugeot Motocycles plant in Mandeure is 125 years old.
  • The German investment fund Mutares has acquired 50% of Peugeot Motocycles' capital, giving it an 80% controlling interest.
  • Mutares has also acquired an 80% stake in start-up DAB Motors, which has designed an electric motorcycle.
  • The first models of this electric motorcycle, the Concept-E, are due to come out in 2024, with an estimated volume of between 500 and 1,000 units in the first year.
  • Peugeot Motocycles plans to distribute the products of British company BSA in Europe.
  • The Mandeure plant employs 276 people and 17 apprentices, while Peugeot Motocycles employs a total of 615 people worldwide.
  • In China, Peugeot Motocycles has a joint venture with Qingqi, created in 2006, which employs 300 people.
  • Peugeot Motocycles has forecast sales of €100 million outside China in 2022.
  • 7.000 two-wheelers should be manufactured at Mandeure in 2023, compared with 3,600 in 2021.
Michelin strengthens its business outside tires - 21/06/2023
  • Michelin sales in 2022: €26.8 billion
  • Percentage of tire-related business by 2030: 75% to 70%
  • FGC is a company specializing in high-tech materials and fabrics
  • Value of Michelin's acquisition of Flex Composite Group (FGC): 700 million euros
  • FCG sales in 2022: 200 million euros
  • FCG employs 400 people in six production centers in Belgium and Italy
  • Michelin acquired Fenner in 2018
  • Sales of Michelin's high-tech materials business in 2022: €1 billion
  • Expected sales of Michelin's high-tech materials business after the acquisition of FCG: €1.3 billion
  • FCG average organic growth between 2015 and 2022: 11%
Michelin launches a new wave of acquisitions to ensure diversification - 20/06/2023
  • Michelin acquires Italian company Flex Composite Group (FCG)
  • FCG enterprise value: 700 million euros
  • FCG has 400 employees
  • FCG business sectors: marine, supercars and electric vehicles, sports, construction
  • FCG sales in 2022: 202 million euros
  • FCG average annual growth rate since 2015: 11
  • Michelin target: 20% of sales in "non-tire" activities by 2030
  • Michelin "non-tire" sales in 2022: 1.3 billion euros (or 5% of total)
  • Previous Michelin acquisitions before the Covid crisis: approx. 3 billion euros (Fenner, Multistrada, Camso)
Yamaha to produce its new engine in Aisne - 16/05/2023
  • In 2022, sales of electric bikes rose by 12% to 730,000 units.
  • Sales of motorcycles and scooters fell by 6% in 2022.
  • Yamaha plans to invest 4 million euros in a new workshop to manufacture its new range of electric-assist bicycle motors, with a production capacity of 300,000 units per year.
  • Production of high-end bikes is set to triple from the current 20,000 units.
  • The Rouvroy plant produced 84,000 two-wheelers in 2022, including scooters and 125 cc motorcycles.
  • The site employs over 600 people, including 400 in the workshops.
  • In 2022, the MBK Industrie plant achieved sales of 400 million euros.
Michelin: 5 to 10 billion for acquisitions. - 13/05/2023
  • Over 80% of sales under the Michelin brand.
  • Less than 10% of passenger car tire sales from original equipment
  • Objective of generating between 20% and 30% of sales in non-tire businesses by 2030, compared with 5% in 2020.
French electric motors for Yamaha - 24/04/2023
  • MBK Industrie plant in Rouvroy (Aisne)
  • Owned by the Japanese Yamaha group
  • Installation of a new production line for 600,000 electric bicycle motors per year, previously manufactured in Japan
  • More than 500 employees work at MBK Industrie in Rouvroy
  • Sales of 419 million euros by 2022
  • MBK Industrie, founded in 1951 as Motobécane
  • Produces 30% of the motorcycles and scooters sold in Yamaha dealerships in France.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Michelin Groupe
Yamaha Motor
Honda Motorcycle
BMW Mottorrad
Peugeot Motocycles
Moto Dôme Services
Dafy Moto
Moto Axxe
Moto Expert

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