China’s most ambitious motorcycle manufacturer

In praise of CFMoto, China’s most ambitious motorcycle manufacturer

 Written by David McMullan

[email protected]

For many years, if you asked a motorcycle enthusiast or commuter to name a Chinese motorcycle brand they would either not be able to name one, name the rebrand (something like Llexmoto or Zingbikes) or maybe know that Lifan are a major manufacturer but that would be a rare occurrence. This is due to the Chinese motorcycle industry’s propensity for re-branding (re-badging) and little has changed to this day.

In more modern times an exception has arisen, CFMoto. CFMoto have been a revelation in the Chinese motorcycle industry in many senses as they have adopted a more ‘western’ attitude to business philosophy and marketing and are one of the few Chinese motorcycle manufacturers that sell internationally using their own brand and that try to promote brand recognition. CFMoto are now considered a serious motorcycle company internationally as they have striven to develop models that the bigger motorcycle factories have not.

These models include a range of 650cc bikes (There are only a handful of motorcycle manufacturers who develop motorcycle engines over 600cc although many more are developing them now) that have received great reviews around the world and have propelled CFMoto to the position of most recognised Chinese motorcycle brand. In addition to this CFMoto are making a name for themselves by manufacturing highly styled and large displacement (by Chinese standards) UTV and ATV vehicles. CFMoto also developed China’s first large displacement touring line (the Chinese industry considers any displacement over 500cc to be ‘large). These bikes utilise a liquid cooled parallel twin engine that delivers 41.5 KW of power.

One of the aspects of business that CFMoto is to be commended for is its willingness to explore markets that other Chinese motorcycle manufacturers do not. To export to Australia takes an ECE certificate and many Chinese companies will not invest the money necessary to get one because of the limited market opportunities down under. CFMoto actively pursues the UTV market in Australia and has been earning rave revues from Australian motorcycle magazines. The CFMoto touring bike 650TK uses the responsive Kayaba suspension uniquely tuned to the requirements of Australian touring riders as the suspension is matched with dual front and single disc brakes. This shows the kind of commitment to technology and specific riding details that CFMoto shows and other Chinese manufacturers ignore and is another reason that CFMoto, despite being a much smaller company than the Chongqing giants, commands the motorcycle magazine headlines when it comes to Chinese bikes.

It’s not just CFMoto’s eye for technical detail that impresses but also its modern attitude to marketing. A cursory glance at the CFMoto website (the original Chinese one not one of the many internationally localised websites) will show the difference in their attention to detail from other Chinese motorcycle traders. To many Chinese companies a website is just a necessary evil and they are unwilling to commit to the effort, thought and money necessary to make a professional media. CFMoto’s website is comprehensive and useful, much more than just a necessary afterthought. To get an idea of what I am stating here look at CFMoto’s website and then compare it to the websites of much bigger manufacturers like Zongshen, Loncin, Lifan and pretty much anyone else. For example, have a look at the Zongshen website and you’ll see that their ‘news’ section hasn’t been updated since 2014

CFMoto (in cooperation with WK Bikes) first entered the isle of Man TT in 2013 and became the first Chinese manufacturer to do so (in fact the only other Chinese manufacturer to enter a bike into serious motosports racing was Loncin in the MotoGP 125 many years ago). With Gary Johnson on board the bike registered a commendable 109 mph practice lap in its first year and has since gone on to improve year after year culminating with Johnson claiming 4th spot in the lightweight TT (just 2 seconds off of the podium beating Suzuki and Kawasaki).

To conclude, it is quite apparent that CFMoto has styled itself (in all aspects of the motorcycle industry) on its Japanese rivals rather than other more experienced motorcycle manufacturers from their homeland and has really shaken up the Chinese motorcycle industry. CFMotos success has prompted big exporters like Loncin and Zongshen to market their own brand names with Zongshen electing to market the ‘Cyclone’ range as a brand recognition campaign. In addition to this CFMoto seem to have kick-started the scramble for the development of bigger displacement engines with companies that have never produced an engine over 250cc (with the exception of certain ATV engines) now actively seeking technical nous from abroad and sinking hundreds of thousands of dollars into engine research and development.

In terms of the Chinese motorcycle industry CFMoto has become quite a catalyst for evolution.