China is the world’s largest motorcycle market, with a growing premium segment. And as the segment grows, so does the importance of high-quality lubricants and care products. Fertile ground for MOTOREX, since the brand is known in China, as elsewhere, for its quality, reliability and innovativeness. Find out more in our interview with industry insider Lv Fei.
I'm a huge motorcycle enthusiast and have been riding since I was young. After so many kilometers in the saddle, I started to appreciate just how important high-quality lubricants and care products actually are. But it was impossible to find them in China back then.
A friend from Taiwan, where quality is more important, recommended MOTO LINE. to me. To begin with, I was just looking for the best product for my bike. Later, as my career progressed, I decided to share the benefits of MOTO LINE with others. Importing stemmed from that. MOTOREX has been fantastic to work with from the start. Looking back, it was a fortunate coincidence, since MOTOREX has become an important pillar of our company. We also import Rukka® and REV’IT!® motorcycle clothing.
With 1.425 billion people, China is not just extremely populous, it is also the world's biggest motorcycle market. Street bikes dominate, accounting for about 80 % of the market, with scooters claiming about 20%. Over 15.4 million* new motorcycles (excluding mopeds) came onto the market this year. While the majority of them are built in China, some 100,000 bikes are imported annually, primarily from Honda®, Kawasaki® and Yamaha®. BMW® is the leader in the premium segment, with around 10,000 bikes, but you will also see other makes, including Ducati®, Harley Davidson® and Triumph®, on the roads.
The immediate selling point is MOTOREX's unique blend of specialization in the development and production of lubricants and care products, outstanding Swiss quality and more than a century's worth of expertise. Acknowledging these values is extremely important in China. That makes MOTOREX a smart choice for genuine connoisseurs and turns the brand into a symbol of an independent, cosmopolitan entrepreneurship.
Hard to say, because customers can be motivated by very different things, but quality is certainly important in the premium segment. In other words, knowing that MOTOREX supplies exactly the right lubricants and care products for each bike and that the quality of those products has been verified. Customers are becoming increasingly quality-aware. If you ride a BMW® or Ducati®, you quite simply want the best product for your beloved bike.
We have our headquarters in Beijing and employ 20 or so people. Our main warehouse is on the east coast, in Shandong province, not far from the docks. Thanks to our system of regional distributors, we are already marketing MOTO LINE in 21 of the 34 provinces in China. Our goal is always to be as close to our customers as possible in both the wholesale and workshop segments. For that reason, we have a flexible structure, with our distribution partners supplying MOTO LINE, while CAR LINE, which we have been officially importing since 2015, is delivered straight to workshops.
We wanted to make MOTOREX something tangible that customers could experience first-hand in outlets and workshops. We do that by using customers' bikes brand-specifically in MOTOREX's corporate design—so a BMW® in a BMW® workshop—so that they immediately feel “at home”. The idea's been a hit with business partners and final customers alike.
Right now, we have well over 150, and we hope to break the 300 barrier by the end of the year. As you know, China covers around 9.6 million km², so it's quite a big country (laughs)! We intend to continue to expand the MOTOREX presence at filling stations and workshops.
And add to that plenty of personal commitment and tremendous tenacity. We don't use the slogan ”MOTOREX—the wise man’s choice” in China for nothing!
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