At EICMA 2026, Chinese motorcycle brand LetBe is making a statement. Backed by Haojin, one of China's top five motorcycle exporters, the company is preparing to expand into Europe's competitive premium motorcycle market.

Cesare Galli of Pelpi International explains the ambitious strategy behind this new partnership, combining Chinese manufacturing strength with Italian expertise and European market knowledge.

The project focuses on three key areas: Italian-based product development, creating motorcycles and scooters specifically tailored to European riders; centralized marketing operations, coordinating brand strategy across different countries; and an Italian hub for spare parts, warranties and after-sales support throughout Europe.

The goal is to build more than a distribution network, establishing a complete ecosystem around the brand.

From scooters and naked bikes to adventure motorcycles, LetBe already offers an extensive product range. But the most significant news concerns its long-term strategy.

The first products developed under the new European-focused program could arrive in the second half of 2027, marking