The Italian love affair with motorcycles is legendary, and 2023 proved no different. While the global two-wheeler market saw ups and downs, Italy’s continued its upward trajectory, boasting a 15.9% increase in sales compared to 2022. This surge was fueled by several factors, including the resurgence of high-displacement scooters, a continued preference for adventure bikes, and a renewed interest in retro-inspired machines. But which models captured the hearts (and garages) of Italian riders in 2023? Let’s dive into the top 10 best-selling motorcycles in Italy, exploring the reasons behind their success and the trends they represent.
1. Benelli TRK 502:
The undisputed king of the Italian sales charts, the Benelli TRK 502 retained its crown in 2023, with a staggering 3,715 units sold. This affordable, versatile adventure bike offers a robust 500cc twin-cylinder engine, comfortable ergonomics, and impressive off-road capability, making it perfect for both daily commutes and weekend getaways. Its competitive price tag and Italian heritage further solidify its appeal to budget-conscious riders seeking adventure.
2. BMW R 1250 GS:
The perennial German giant, the BMW R 1250 GS, remains a force to be reckoned with, securing second place with 2,906 units sold. This legendary adventure bike continues to impress with its refined, powerful 1250cc boxer engine, unmatched road presence, and advanced technology package. While pricier than the TRK 502, the R 1250 GS caters to a different segment, attracting experienced riders seeking premium performance and long-distance comfort.
3. Yamaha Tenere 700:
Another adventure bike making waves in Italy is the Yamaha Tenere 700, with 2,327 units sold. This lightweight, agile machine has carved a niche with its rally-inspired design, punchy 689cc parallel-twin engine, and playful handling. Ideal for exploring backroads and tackling light trails, the Tenere 700 appeals to adventure enthusiasts seeking a more accessible and nimble alternative to larger ADV bikes.
4. Honda Africa Twin:
The iconic Honda Africa Twin continues to hold a special place in the hearts of Italian riders, claiming fourth place with 1,841 units sold. This legendary off-roader, available in both 1100cc and 850cc variants, offers unmatched capability and durability, making it a favorite among seasoned adventure riders. While not the most affordable option, the Africa Twin’s proven track record and rugged appeal continue to resonate with Italian adventurers.
5. Moto Guzzi V7:
Stepping away from adventure bikes, the Moto Guzzi V7 makes a triumphant return to the top 10, claiming fifth place with 1,911 units sold. This timeless classic cruiser, powered by the beloved transverse V-twin engine, offers a unique blend of retro charm, comfortable riding position, and Italian flair. The V7’s diverse trim levels, catering to both minimalist and touring preferences, further expand its appeal, securing its place as a favorite among riders seeking a stylish and characterful ride.
6. Yamaha Tracer 7:
Back in the adventure realm, the Yamaha Tracer 7 continues to impress, landing at sixth place with 1,680 units sold. This versatile sport-touring machine, based on the popular MT-07 platform, offers a comfortable riding position, agile handling, and a capable 689cc engine. Priced competitively and offering practical features like a windshield and luggage options, the Tracer 7 caters to both seasoned travelers and those seeking a comfortable upgrade from smaller displacement bikes.
7. Honda NC750X:
Another Honda making the list is the NC750X, a unique blend of practicality and adventure, with 1,565 units sold. This fuel-efficient, automatic transmission equipped machine offers unmatched convenience for daily commutes while also proving capable on light off-road excursions. The NC750X’s spacious storage compartment and comfortable upright riding position further solidify its appeal for urban riders seeking a versatile and practical two-wheeler.
8. Yamaha Tracer 9:
Returning to the sport-touring segment, the Yamaha Tracer 9 secures eighth place with 1,422 units sold. This larger sibling of the Tracer 7 offers a more powerful 890cc engine, sharper handling, and a more aggressive riding position. Catering to sport-touring enthusiasts seeking a balance of comfort and performance, the Tracer 9 provides a thrilling ride on twisty roads while remaining comfortable for longer journeys.
9. Suzuki V-Strom 650XT:
The ever-reliable Suzuki V-Strom 650XT makes a respectable showing at ninth place with 1,389 units sold. This versatile adventure bike combines a smooth 650cc V-twin engine with comfortable ergonomics and impressive touring capabilities. Renowned for its affordability, fuel efficiency, and dependable nature, the V-Strom 650XT is a popular choice for riders seeking a value-packed adventure companion.
10. Kymco Downtown 350i:
Rounding out the top 10 is the Kymco Downtown 350i, a testament to the resurgence of high-displacement scooters in Italy. With 1,347 units sold, this powerful and feature-packed scooter offers a comfortable ride, ample storage space, and a capable 350cc engine. Ideal for urban commuting and weekend getaways, the Downtown 350i caters to a growing segment of riders seeking a practical and stylish alternative to motorcycles.
Trends and Insights:
The 2023 Italian motorcycle sales chart reveals several interesting trends:
- Adventure bike dominance: The continued reign of adventure bikes, with five models occupying the top half of the list, highlights the Italian love for exploration and versatility.
- Affordable appeal: The success of models like the Benelli TRK 502 and Honda NC750X points towards a preference for value-packed options, especially in light of economic uncertainties.
- Scooter comeback: The resurgence of high-displacement scooters like the Kymco Downtown 350i signifies their increasing popularity for urban mobility and practicality.
- Retro resurgence: The Moto Guzzi V7’s continued presence indicates a growing appreciation for classic design and timeless appeal.
Looking Ahead:
The Italian motorcycle market is expected to continue its upward trajectory in 2024, fueled by the aforementioned trends and the arrival of exciting new models. With established players like Benelli and Yamaha strengthening their offerings, and established manufacturers like BMW and Honda evolving their models, the competition promises to be fierce. Furthermore, the continued development of electric two-wheeler technology may disrupt the market in the coming years, introducing new players and categories.
One thing is certain: the Italian love affair with motorcycles shows no signs of slowing down. The top 10 best-sellers of 2023 paint a vibrant picture of a market driven by diverse preferences, practical considerations, and a passion for two-wheeled adventure. As the industry continues to evolve, Italy promises to remain a key player, shaping trends and influencing the global motorcycle landscape in exciting ways.
