Italy Two-Wheeler Market By Vehicle Type (Scooter/Moped, Motorcycle), By Propulsion Type (ICE, Electric), By Region, By Competition, Opportunities & Forecast, 2020-2030F

Market Overview:

Italy Two-Wheeler Market was valued at USD 3.15 Billion in 2024 and is expected to reach USD 4.15 Billion by 2030 with a CAGR of 4.71% during the forecast period. The Italy two-wheeler market is witnessing notable traction driven by factors such as rising urban mobility needs, increasing fuel prices, and growing consumer preference for compact and efficient transportation solutions. The surge in demand for electric two-wheelers supported by evolving environmental awareness and favorable government initiatives is amplifying market growth. The market also benefits from the expanding presence of shared mobility platforms, which are encouraging short-distance commuting alternatives. A key growth trend shaping the market is the steady shift towards electric scooters and motorcycles, influenced by innovations in battery technology, enhanced vehicle performance, and longer riding ranges. The integration of smart features, connected mobility solutions, and advanced safety systems is redefining consumer expectations.

Market Drivers

Rising Urban Congestion and Last-Mile Mobility Demand

Urban centers are facing increasing congestion, leading consumers to seek efficient, compact, and maneuverable transportation options. Two-wheelers offer a practical solution for short-distance commuting, parking convenience, and reduced travel times in traffic-heavy environments. The demand for last-mile connectivity, especially in densely populated areas, is further boosting the attractiveness of scooters and motorcycles. Commuters are looking for alternatives that save time and offer flexibility, positioning two-wheelers as a favorable choice for daily transportation. The growing reliance on personal mobility for last-mile travel to and from public transport hubs is creating sustained demand for two-wheelers across various urban segments. This trend is complemented by the need for cost-effective travel modes that reduce dependence on expensive car ownership or ride-hailing services. As two-wheelers require less space and offer higher maneuverability, they naturally align with the transportation preferences of city dwellers.

Rising Adoption of Electric Two-Wheelers

Growing environmental consciousness and the shift toward sustainable transportation are significantly increasing the adoption of electric two-wheelers. Consumers are becoming more aware of the ecological impact of traditional fuel-based vehicles, prompting a shift toward cleaner alternatives. Governments and regulatory bodies are also introducing incentives such as tax benefits, subsidies, and reduced registration fees for electric vehicles, making them a financially attractive option. Technological advancements in battery technology, particularly improvements in lithium-ion batteries, have enhanced the performance, charging speed, and range of electric two-wheelers, addressing some of the primary concerns of consumers. The integration of electric models into product portfolios by established two-wheeler manufacturers is expanding choices for customers seeking environment-friendly mobility. The low running cost of electric two-wheelers compared to internal combustion engine models is becoming a significant factor for cost-conscious buyers.

Growing Popularity of Shared Mobility Platforms

Shared mobility platforms are reshaping transportation preferences by offering flexible access to two-wheelers without the need for ownership. The rise of scooter-sharing and bike rental services is introducing consumers to on-demand mobility solutions that fit urban commuting needs. These platforms are often app-based, providing seamless booking, usage, and payment experiences, which enhances user convenience. The shared mobility model appeals particularly to young professionals, students, and tourists seeking cost-effective, short-duration travel options. The availability of electric scooters within shared fleets is promoting awareness and acceptance of electric mobility among a broader user base. This is also encouraging first-time users to experience two-wheeler commuting without long-term financial commitments. For instance, shared electric micromobility in Italy recorded over 70% growth within shared mobility services, supported by the rising “NOwnership” trend among younger users seeking cost-effective, flexible access. Since 2021, the shared mobility sector has mobilized around EUR 130 million, growing 52% year-on-year, with approximately 45,000 electric scooters and 27,000 bicycles available nationwide. Rome saw a 91% increase in bicycle usage and 51% rise in scooter rentals, while Milan registered an 84% growth in bicycles and 72% in scooters. The sector has logged 17.6 million rentals, with an average travel distance of 2.3 km, highlighting micromobility’s growing role in short-distance urban travel.

Download Free Sample Report

Key Market Challenges

High Initial Cost of Electric Two-Wheelers

The higher upfront cost of electric two-wheelers compared to conventional gasoline-powered models is a critical barrier to widespread consumer adoption. Despite the long-term savings on fuel and maintenance, the initial investment required for electric two-wheelers often deters budget-conscious buyers. The cost differential is largely attributed to the expensive nature of battery packs, which constitute a significant portion of the vehicle's overall price. While battery technology has improved, making them more durable and efficient, cost reduction has not kept pace with performance gains. This price sensitivity is even more pronounced in the entry-level and commuter segments, where buyers prioritize affordability. Manufacturers face the challenge of balancing advanced features with cost competitiveness to appeal to a wider audience.

Limited Charging Infrastructure and Range Anxiety

Limited access to reliable charging infrastructure and concerns about driving range present significant challenges to the electric two-wheeler market. Range anxiety, or the fear of running out of battery without access to charging stations, continues to influence consumer confidence and willingness to transition from traditional fuel-based vehicles. The scarcity of widespread public charging networks hampers the practicality of electric two-wheelers, particularly for long-distance commuting or users in suburban and rural areas. Although efforts are being made to expand charging networks, progress remains slow, and coverage gaps persist. Home charging solutions offer some relief but are not always viable for apartment dwellers or users without private parking spaces. The dependence on home charging limits the flexibility and convenience that consumers expect from personal mobility solutions. Moreover, the absence of standardized charging protocols and the fragmented nature of charging service providers add complexity for users.

Key Market Trends

Integration of Smart Features and Connected Mobility

The integration of smart features and connected mobility solutions in two-wheelers is emerging as a key trend transforming consumer expectations and market offerings. Smart technologies such as GPS navigation, Bluetooth connectivity, smartphone integration, and ride analytics are becoming standard in new-generation two-wheelers. These features enhance the riding experience by offering real-time information, safety alerts, remote diagnostics, and anti-theft systems, making them attractive to tech-savvy consumers. Connected mobility allows riders to monitor vehicle performance, receive maintenance updates, and access emergency assistance through dedicated apps. Manufacturers are focusing on developing user-centric digital ecosystems that extend the value proposition beyond basic transportation. These advancements are not limited to premium models, as cost-effective smart solutions are gradually making their way into entry-level and mid-range segments.

Shift Towards Sustainable and Eco-Friendly Mobility Solutions

The rising emphasis on environmental sustainability is shaping a significant trend in the two-wheeler market with a noticeable shift toward eco-friendly mobility solutions. Consumers are showing growing interest in vehicles that contribute to reducing carbon emissions and environmental impact. This shift is reflected in the increasing adoption of electric two-wheelers, hybrid models, and vehicles utilizing alternative energy sources. Manufacturers are prioritizing sustainability in their production processes, vehicle design, and energy consumption patterns, aiming to meet stricter environmental regulations and consumer expectations. Eco-conscious design approaches include the use of recyclable materials, energy-efficient components, and minimal environmental footprint during production. The focus on sustainable mobility is not limited to vehicle emissions but extends to life cycle management, including battery recycling and end-of-life vehicle disposal. Market players are investing in research and development to innovate green technologies that align with sustainability goals while maintaining performance and cost efficiency.

Rise of Subscription-Based Ownership Models and Flexible Leasing

The emergence of subscription-based ownership models and flexible leasing options is changing traditional vehicle ownership patterns in the two-wheeler market. Consumers, particularly younger demographics, are increasingly favoring usage-based access over outright ownership, driven by preferences for financial flexibility and minimal long-term commitments. Subscription services offer bundled packages that include maintenance, insurance, and roadside assistance, providing a hassle-free mobility experience. These models allow users to switch between different two-wheeler models based on their evolving needs, fostering convenience and adaptability. The flexibility of lease agreements and short-term rental options is also making two-wheelers accessible to a broader audience, including those who might be hesitant about full ownership. The rise of such models is encouraging manufacturers and mobility service providers to innovate their offerings and establish recurring revenue streams.

Segmental Insights

Vehicle Type Insights

In 2024, scooters emerged as the dominant vehicle type in Italy’s two-wheeler market, capturing the largest share of registrations. According to Ministry of Transport figures, approximately 186,639 scooters were registered a 7.54 % rise from the previous year compared to 166,454 motorcycles, which grew by 14.48 % . Their urban-friendly design, ease of parking, lower running costs and suitability for daily commuting reinforced their popularity among consumers. Scooters also benefited from regulatory changes, such as permissions allowing 125 cc models on motorways, further boosting their commuter appeal.

While motorcycles grew at a faster rate percentage-wise, their total registrations remained lower than scooters. Mopeds registered around 20,220 units a more modest share compared to scooters and motorcycles.

The scooter’s combination of practicality, affordability and enhanced vehicular freedoms consolidated its leadership in volume terms. As the preferred choice for city dwellers and commuters, scooters held a clear advantage in 2024 and will likely maintain their strong position unless a major shift in consumer preferences or policy unfolds. The dominance of scooters in 2024 highlights Italy’s continued preference for efficient, versatile, and cost-effective two-wheeler options in urban environments.

Download Free Sample Report

Region Insights

In 2024, the North‑West region stood out as the dominant market for two‑wheelers in Italy in terms of total registrations. That area, encompassing major urban and industrial centers, accounted for the highest share of scooters and motorcycles, influenced by dense commuter volumes, well-developed infrastructure, and strong economic activity. Consumer preference for compact, efficient daily mobility made two‑wheelers particularly popular there, contributing significantly to the national total of 373,131 registrations and helping drive a national market increase of about 10.5% compared to 2023.

The North‑East region posted strong performance as well, recording solid year‑on‑year growth. Its mix of urban hubs and suburban areas supported rising demand for scooters designed for city commuting and motorcycles aimed at recreational riding. A well‑connected network of roads, alongside cultural trends favouring two‑wheeled leisure travel, helped push adoption, with registration increases contributing notably to Italy’s upward market trajectory

The Centre region also experienced growth momentum. Growth was driven by commuter needs in medium‑sized cities and the popularity of scooters for short‑distance travel. Higher disposable incomes sustained demand for technologically advanced two‑wheelers. This supported the nationwide expansion and reaffirmed the Centre’s role as a growth engine, even if its volumes remained behind those in the North‑West.

Recent Developments

• ​In 2024, TVS Motor began operations in Italy with its new branch, TVS Motor Italia, aiming to introduce a full range of scooters, motorcycles, and electric models, targeting both urban mobility and performance segments.
• In 2025, Ducati launched its new GP25 MotoGP bike in Italy, featuring champions Francesco Bagnaia and Marc Márquez, showcasing a bold design and setting high expectations for the season.
• In 2025, an Italian bike maker launched two new off-road models—the XE300 two-stroke and XEF250 TL four-stroke for the U.S. market, expanding its portfolio from e-bikes to performance motorcycles.
• In 2024, Italy’s VLF (Velocifero) Tennis electric scooter is set for its India debut in November, featuring a 1.5 kW motor, 2.5 kWh removable battery delivering ~130 km range, 65 km/h top speed, and a lightweight 88 kg frame equipped with a 5‑inch TFT display and Bluetooth connectivity.

Key Market Players

• Piaggio & C. S.p.A.
• Yamaha Motors
• Vmoto Limited
• TVS Motor Company Limited
• KTM Sport motorcycle
• Suzuki Motor Corporation
• Harley-Davidson
• Honda Motor Co., Ltd
• Hero Electric Vehicles Pvt Ltd
• Kawasaki Motors

Report Scope:

In this report, the Italy Two-Wheeler Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•           Italy Two-Wheeler Market, By Vehicle Type:

o    Scooter/Moped

o    Motorcycle

•           Italy Two-Wheeler Market, By Propulsion Type:

o    ICE

o    Electric

•           Italy Two-Wheeler Market, By Region:

o    North-West

o    South Islands

o    North-East

o    Centre

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Italy Two-Wheeler Market.

Available Customizations:

Italy Two-Wheeler Market report with the given market data, TechSci Research offers customizations according to the company’s specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Italy Two-Wheeler Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]