Benelli’s ascent towards the loftier end of motorcycling’s sales charts continues apace as it comfortably posted its biggest ever market share, extending its advantage over Italian counterparts Ducati in the process.
One of motorcycling’s most historic brands tracing roots right back to 1911, Benelli has – as with several other iconic Italian brands – nonetheless endured differing fortunes over the years, suffering particularly during the global recession prior to being snapped up by China’s Motor Group Qianjiang.
Retaining its core Italian base, but taking full advantage of fresh Chinese investment, Benelli’s fortunes have been on the up in recent years, culminating in its strongest year yet in 2019.
After shifting 59,750 motorcycles in 2018 – the first time it had ever surpassed 50,000 annual sales – Benelli was always expected to break that record after crossing the 50,000 mark in just nine months.
In the end, Benelli sold more than 63,000 models in 2019, allowing it to consolidate its advantage over Ducati and move into range of Triumph in terms of global sales.
Though Benelli’s immediate fast growth came in ASEAN and LATAM markets once taken over by Qianjiang, it is in Europe where Benelli has more recent made sizeable gains.
Benelli – which now sells in 72 markets according to Motorcycles Data – saw a huge 27.8% jump in western European sales, spurred on by the Benelli TRK 502 / X adventure tourer, which sits third in the Italian sales charts behind only the BMW R 1250 GS and Honda Africa Twin.
The Benelli Leoncino 500 / Trail and Benelli BN 125 can also be found in the upper echelons of the sales charts on home soil.
What’s coming up for Benelli in 2020?
Revealed at the 2019 EICMA show in Milan, the Benelli Leoncino 800 Trail expands the ‘Lion Cub’ family to join the popular 500 model as the flagship.
Also, on show was the Benelli TNT 600, which goes up against the Kawasaki Z650, Honda CB650R and Yamaha MT07.
